Different studies have considered social commerce as a new paradigm in the field of business and commerce for about a decade and addressed the identification of factors affecting its acceptance. The present study sought to thoroughly review previous research related to the adoption of social commerce. For this purpose, a systematic review of the literature was used with primary and secondary search strategies by utilizing two approaches. First, two hundred sources were reviewed using criteria such as business transactions, social commerce approach, the applied social media, customer engagement cycle, value creation and value co-creation methods, as well as the type of business based on product or service offerings, the innovation space, the employed fundamental theories, and the research method of the studies. Then, the trends and findings from the observed results in the quantitative approach were analysed, followed by distinguishing three generations of social commerce acceptance studies that were conducted over this decade. The results revealed that trust, perceived usefulness, and socialization skills have the greatest impact on social commerce acceptance. Among the various platforms, social networks and microblogs, as well as some e-commerce sites equipped with social constructs were the most used cases in social commerce. The applied theories and models in acceptance studies varied extensively while the technology acceptance model, and the theories related to the planned behaviour, rational action, and social support were frequently used. In addition, different studies focused on user behaviour and the cognitive space of innovation and business-tocustomer transactions, which mainly evaluated the sale of goods through social commerce while the scope of service provision was less prominent. Regarding the research method, most of the studies were non-experimental, descriptive, and survey and the main sources of the dissemination of social commerce acceptance research were journal articles.

This study develops a research model to explain the acceptance of social banking. In order to find the antecedents of social banking intention, a meta-combination has been used. The results of a systematic review of the last decade of social commerce acceptance studies and the use of fuzzy Delphi and fuzzy DEMATEL methods led to the development of the model. The obtained model was investigated by the partial least squares method in the statistical community of banking customers. Then, by analyzing intermediate variables, the final results were obtained. Based on the obtained model, three types of effects were investigated: direct effects with the presence of the mediating factor or factors, direct effects by removing the mediating factor or factors, and indirect effect by considering the mediating factor or factors. The results show that except for privacy considerations, other factors including trust, attitude, social support, social commerce constructs, word of mouth, social influence, customer social responsibility and perceived usefulness have a direct and indirect effect on social banking intention. The privacy consideration factor has only indirect effect on social banking intention through the full mediation of the trust factor. Except for the effect of factors on the intention of social banking, based on the model obtained from meta-combination, the effect of factors on each other was also investigated and some were confirmed. This research introduces a socio-technical innovation by combining the application of social banking with a social commerce platform and presents a comprehensive model of the willingness to accept this innovation.

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