The Evolution of C2C Social Commerce Models
Supattana Sukratsupattana.s@psu.ac.th
Pruthikrai Mahatanankoonpmahata@ilstu.edu
Borworn Papasratornborworn@sit.kmutt.ac.th
School of Information Technology, Illinois State University, Illinois, USA
School of Information Technology, King Mongkut's University of Technology Thonburi, Bangkok, Thailand
While large retailers utilize social commerce to increase consumer trust and online sales, a variety of online transactions take place among social networking users. These new forms of e-business models—often conceptualized as C2C scommerce—have become one of the most popular methods for consumer online trading. The article proposes four phases of C2C s-commerce (i.e., ad-hoc, empowered, organized, integrated) and examines how consumers can leverage the features and functionalities of social networking websites to their benefit. These four phases reveal the evolution of C2C s-commerce business models with future implications.
C2C s-commerce
Business model
Facebook
Social networking sites
Social commerce