DIFFUSION OF INNOVATIONS MODELS FOR ENHANCING CONSUMER BEHAVIOR INTENTION IN SOCIAL COMMERCE: A SYSTEMATIC REVIEW

Eva Septiarni Chabibah, Mudjahidin Mudjahidin

Abstract

The Diffusion of Innovations (DOI) theory is fundamental for explaining the mechanisms of technology adoption, especially within the rapidly expanding domain of social commerce. Despite the significance of DOI models, their application in the context of social commerce remains underexplored. Although DOI theory has been widely used across various domains, its integration with social commerce to enhance behavior intention has not been sufficiently studied. There is a need to identify the most appropriate methodologies for analyzing the relationship between DOI constructs and behavior intention within this domain. This systematic literature review (SLR) aims to investigate the current application of DOI models in social commerce, with a focus on how these models can be leveraged to enhance consumer behavior intention. Moreover, the review seeks to identify the most suitable methodologies for conducting future research in this area. Relevant studies were systematically gathered from academic databases, focusing on peer-reviewed articles related to DOI, social commerce, and behavior intention. A total of 30 studies were selected through a rigorous screening process and analyzed to assess their methodologies and findings. The review indicates that DOI theory has been underutilized in social commerce research, and while various methodologies have been employed, there is no clear consensus on the most effective approach. This review highlights a critical gap and presents opportunities for further exploration. The paper contributes to the literature by identifying key gaps and providing recommendations for future research, including the exploration of appropriate methodologies to better understand and enhance consumer behavior intention in social commerce.

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