The Social Commerce System
Bìznes Inform. 2017;3:325-330
Journal Title: Bìznes Inform
ISSN: 2222-4459 (Print); 2311-116X (Online)
Publisher: Research Centre of Industrial Problems of Development of NAS of Ukraine
Society/Institution: Research Centre of Industrial Problems of Development of NAS of Ukraine
LCC Subject Category: Social Sciences: Commerce: Business
Country of publisher: Ukraine
Language of fulltext: Russian, Ukrainian, English
Full-text formats available: PDF
Dubovyk Tetiana V.
(Doctor of Science (Economics), Associate Professor, Professor, Department of Marketing and Advertising, Kyiv National University of Trade and Economics )
Ortynska Valentyna V. (Candidate of Sciences (Economics), Professor, Professor, Department of Marketing and Advertising, Kyiv National University of Trade and Economics )
Abstract | Full Text
The social commerce is a relatively new phenomenon, found in the little researched direction of trade. Research results by the authors have provided to systematize the views on the concept of «social commerce», characterize the social commerce system, propose measures to develop a social commerce strategy. The authors have defined the social commerce as expansion of e-commerce in the social networks on the Internet, in which social factors are significant, and consumers use the right to create content through the media via forums, ratings, reviews, and recommendations on different platforms. Enterprises are advised to use social tools to perform social interaction with consumers in social networks, create a social climate in view of the social support on the Web. The authors have proposed the concept of «social commerce system», structure of which contains the following elements: individuality of consumer, social communications, social communities, e-commerce; defined the multidimensional attributes that are naturally associated with all four elements of the social commerce. They cover the quality of information, system quality, quality of service, convenience and ease-of-use, payment mechanism.