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BUSINESS INFORM №3-2017

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52

Section: Information Technologies in the Economy
UDC 658.8:004
Dubovyk T. V., Ortynska V. V.
The Social Commerce System (p. 325 - 330)
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.
Keywords: social commerce, e-commerce, social communications, individuality of consumer, social communities.
Tabl.: 1. Bibl.: 15.

Dubovyk Tetiana V. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Journalism and Advertising, Kyiv National University of Trade and Economics (19 Kіoto Str., Kyiv, 02156, Ukraine)
Email: [email protected]
Ortynska Valentyna V. – Candidate of Sciences (Economics), Professor, Professor, Department of Marketing and Advertising, Kyiv National University of Trade and Economics (19 Kіoto Str., Kyiv, 02156, Ukraine)
Email: [email protected]

Reference to this article:
Dubovyk, Tetiana V., and Ortynska, Valentyna V. (2017) “The Social Commerce System.” Business Inform 3:325–330.

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