Factors influencing on social commerce development

The paper’s aim is the identification and structuring the factors influence social commerce development by focusing on Instagram. This research is an applied research based on the purpose and descriptive based on the research method. The researchers identified 10 factors influencing social commerce development by studying previous researches. For confirming the factors, the opinions of 15 individuals of experts, professionals and university professors in the field of social commerce and new marketing was collected with Delphi method. The result of distributing and collecting Delphi questionnaires in two steps has shown that professionals have a consensus on 7 of the 10 factors, and other factors have been rejected. Then, ISM method was used for structuration of the finalized factors. A 5 levels model was calculated and designed on this basis, in which, 2 factors of Instagram software and on-line shopping experience were assigned to the 1st level, product specifications factor was assigned to the 2nd level, benefits from shopping by mobile was assigned to the 3rd level, 2 factors of communication establishment and the knowledge of mobile networks usage were assigned to the 4th level and the factor of trust in Instagram was assigned to the 5th level. Finally, applicable suggestions presented according to the derived findings.