Research on social commerce has ignored the process and mechanism of institutional entrepreneurship. Based on the institutional theory, we use qualitative research methods to study the process of institutional entrepreneurship of social commerce. This paper also analyzes the legitimacy acquisition process of social commerce from the perspective of institutional contradiction and institutional logic. We found that, firstly, institutional contradictions existing in traditional e-commerce organization field are the fundamental motivation for institutional entrepreneurship of social commerce platform. Secondly, social commerce entrepreneur proposed new institutional logics which are the solutions according to the institutional contradictions existing in traditional e-commerce organization field. Thirdly, because of the new institutional logics proposed by institutional entrepreneur, social commerce platform acquired cognitive legitimacy and normative legitimacy. Finally, the factors of organizational field influence the whole process of institutional entrepreneurship of social commerce.
Yang, Jing; Sun, Ruoyu; Yang, Zeguo; and Zhang, Qianxi, "Institutional Entrepreneurship and Acquiring Legitimacy of Social Commerce Platform" (2021). WHICEB 2021 Proceedings. 2.