Investigating the Effect of Sharing Economy Strategy in B2C E-Commerce Systems with the Mediating Role of Social Value

Business-to-Customer (B2C) e-commerce systems cover a wide geographical area and a wide range of customers. One of the new ways to respond well to customers is a sharing economy. Sharing economy is an innovative business model with an emphasis on community and people that affects the social value of the society. The purpose of this study was to investigate the effect of sharing economy on B2C e-commerce systems with the mediating role of social value. The research method was applied in terms of purpose and in terms of implementation, it was a descriptive-survey and correlational method. The participants of the study comprised of 110 experimental and academic experts and graduate students majoring in information technology management. The sample size was determined according to Krejcie and Morgan Table 86 and a stratified method was used for sampling. Data analysis was performed using structural equations using SmartPLS3 software. Findings indicated that obligation, economic factors, infrastructure, and collaboration had a positive and significant effect on social value. Social value also has a positive and significant effect on B2C e-commerce systems.