The Driving Forces of C2C Social Commerce in Thailand: A Developing Framework
DOI:
https://doi.org/10.18502/kss.v3i1.1400Abstract
Social Networking Services (SNSs) allow individuals and small online retailers to engage in consumer-to-consumer social commerce (C2C s-commerce). It is a growing phenomenon in Thailand. This article seeks to articulate the driving forces behind the massive growth of C2C s-commerce in Thailand. Our preliminary literature review and observation reveal a set of interrelated drivers or dimensions fueling this growth: personality and motivation, user-generated content, ICT, and virtual community management. We postulate that these drivers are the main building blocks for C2C s-commerce adoption in Thailand. Researchers and practitioners can refer to these dimensions as they seek to reexamine C2C s-commerce in the context of Thailand or other emerging economies.
Keywords: consumer-to-consumer (C2C), s-commerce, driving forces, Facebook, motivation, personality, social networking sites, social commerce, virtual community
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