Title: Predicting banking customers' intention to accept social commerce: developing a cognitive map

Authors: Nasibeh Pouti; Mohammad Taghi Taghavifard; Mohammad Reza Taghva; Mohammad Fathian

Addresses: School of Computer Engineering and Information Technology, Sayyed Jamaleddin Asadabadi University, Hamedan, Iran ' School of Industrial Management, Allameh Tabataba'i University, Tehran, Iran ' School of Industrial Management, Allameh Tabataba'i University, Tehran, Iran ' School of Industrial Engineering, Iran University of Science and Technology, Tehran, Iran

Abstract: The phenomenon of social commerce as a technology-based innovation and the tendency of users to accept it has occupied about a decade of research. The purpose of this study is to provide a comprehensive model for social commerce intention. By systematically reviewing of literature and studying about 200 research works, 228 confirmed factors in social commerce adoption studies were identified. After two stages of screening the factors and identifying the more important factors, 24 factors were examined. Based on the opinions of experts in the fuzzy Delphi method finally, ten factors were identified. Then a fuzzy cognitive map algorithm was performed, and the strength of the relationship between the factors was recognised. Also, by reviewing the multiplicity of the relationships between factors in the research literature and using the fuzzy DEMATEL method, 23 relationships were determined in the final cognitive map for the ten identified factors.

Keywords: social commerce acceptance; fuzzy cognitive map; fuzzy Delphi; fuzzy DEMATEL.

DOI: 10.1504/IJBIS.2026.152789

International Journal of Business Information Systems, 2026 Vol.51 No.4, pp.535 - 565

Received: 26 Oct 2021
Accepted: 02 Jul 2022
Published online: 13 Apr 2026 *

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