A Maturity Model for C2C Social Commerce Business Model

Abstract

Individuals and sole proprietors in developing countries like Thailand have been gaining financial benefits from social media technologies that have enabled a new trading channel opportunity.  Commercial activities conducted through social networking sites among users themselves has grown significantly. A rapid increase in the number of new vendors has forced the existing ones to improve their business for competitive advantage. Systematic and effective implementation and improvement has taken place by using a tool that provides business capability self-assessment such as the maturity model. Although there are a number of studies describing maturity of social media usage in organizations or businesses, there are few studies focusing on the C2C business model. This study presents a maturity model of C2C s-commerce for assessing stage of growth of C2C s-commerce. The methodology included both secondary research and case study research. The model includes five distinct maturity levels (Ad hoc, Active repeatable, Proactive functional, Pre-emptive managed, and Optimized). Their characteristics have been researched through four major dimensions (i.e., Business environment, People, Process, and Technology). The proposed maturity model helps online vendors implement their business activities by reducing business risks and also supports consumers by minimizing risks involved in purchasing.

To cite this document: Supattana Sukrat and Borworn Papasratorn, " A MATURITY MODEL FOR C2C SOCIAL COMMERCE BUSINESS MODEL ", International Journal of Electronic Commerce Studies, Vol.9, No.1, pp.27-54, 2018.

Permanent link to this document:
http://dx.doi.org/10.7903/ijecs.1545