The Concept and System of Social Commerce

Abstract

The Article is concerned with defining the essence of social commerce. Evolution of the concept of «social commerce» is explored and the essence of this concept is defined. The influence of consumer tendencies on innovative development of retail trade enterprises through development of social commerce is researched. The incentives influencing actions of consumers at various stages of decision-making on purchase of goods in system of social commerce are systematized. The main schemes of social commerce are categorized. Practical recommendations as to introduction of social commerce system for modern retail enterprises are provided. Recommendations on the social commerce strategy are developed. Prospects for further research in this direction are identifying of new behavioral models of consumers in the system of social commerce, studying of complex interrelations between variables and, finally, creation of a new theory of social commerce.

Keywords

• social commerce
• retail trade
• consumer behavior
• behavioral models of consumers