This paper aims to propose a mathematical model for describing and clarifying the relationships among the indicators governing the social values of special customers in business-to-consumer (B2C) e-commerce systems. This mathematical model is also able to describe the degree of adaptability of e-commerce systems to the social values of specific clients, and commercial firms are able to use the parameters described in this paper to increase the versatility and has the power to trade with special customers in different areas.
In this paper, while analyzing the issue of trading from the point of view of the customer as an element of trading, the affecting factors the trading space have been extracted. These affecting factors are categorized in three major groups: culture, technology and customers. This classification is based on the e-commerce and developing the traditional commerce. Using the mapping functions, the effects of each element in these three spaces on the concept of social values have been analyzed. The result of this analysis is the mathematical model governing each parameter and its semantic relation with the concept of social value.
The presence of a mathematical model between the indicators influencing the model adaptability and social values space allows e-commerce system designers to be able to make decisions on the adaptability of the model with a quantitative approach. To examine the proposed mathematical models, important frameworks and patterns in the field of e-commerce have been analyzed with an Islamic approach, as one of the adaptations of B2C e-commerce model.
Regarding the innovation of the work, the case has been made, and the concept of social value and the model governing the elements of social values in this paper, in a B2C e-commerce model, has been discussed in general; the problem is parametric solved.
Practical implications One of the key concepts in commerce is the ability of the commerce model to adapt to the requirements of special customers. This is more important in costumer-based e-commerce models. In these types of systems, if the commerce cannot match the customer’s characteristics, it will not be accepted and used by customers. This is especially more important in the field of social values for customers.
In this paper, a mahematical model is presented to examine the adaptability of e-commerce systems to the social values of special customers. In examining this model, the relationship between each element affecting the social value of specific customers and the factors affecting trade has been studied.
With the increasing use of computer systems, we are witnessing the emergence of new concepts in various fields of industry and commerce. E-commerce systems are one of the most important systems developed in the context of the internet. E-commerce systems were designed to eliminate constraints and restrictions related to transacting at a specific time and space (Turban et al., 2016; Khaneghah et al., 2017; Turban et al., 2016). The nature of traditional commerce is in such a way that transaction must be done at a specific time and space so that if the transaction occurs at the right time and space, the seller’s and buyer’s needs will be met (Turban et al., 2016; Lin et al., 2017). E-commerce is trying to add the ability to transact anytime and anywhere to traditional commerce by exploiting the capabilities of the internet. The development of traditional commerce by e-commerce causes transaction not to be limited to a specific time and space (Turban et al., 2016; Akter and Wamba, 2016). This issue should be acceptable by the Islamic values, as the Islamic ecommerce should satisfy the concepts, values and constraints of the Islamic Sharia. In e-commerce, the seller and the buyer can start transaction anytime they need. Ecommerce use the internet network, the use of this context allows for the geographic and numerical span and enables sellers and buyers to communicate with other systems (Turban et al., 2016; Khaneghah et al., 2017; Pappas et al., 2017; Choe, 2016). In traditional commerce, when the buyer or the seller has a requirement, it should be at the right time and space so that the mechanism governing the commerce can meet it. To meet the requirements of the buyer and the seller, the time and space constraint is important. However, in e-commerce, due to the high range of customers and vendors and the use of the internet for the transaction, the mechanism governing e-commerce can respond to requests and requirements whenever and wherever a buyer or a seller requires something. In the Islamic marketing, however, the time needed for the seller and buyer to form the transaction is the beginning of the deal, but trading is not feasible until the rules of Halal and Haram are specified (Turban et al., 2016; Rodriguez et al., 2018; Koay, 2018).