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Social Commerce
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Social Commerce
The underlying trend of social commerce
LAHTI UNIVERSITY OF APPLIED
SCIENCES
Degree programme in Business
Information Technology
Orientation
Thesis
Completion date
Shen Yuhua
Lahti University of Applied Sciences
Degree Programme in Business Information TechnologySHEN, YUHUA: Title: Social Commerce
Subtitle: The underlying trend of social
commerceProgramme in Business Information Technology, 44
pages, 5 pages of appendicesSpring 2012
ABSTRACT
The purpose of this thesis is to figure out the underlying trend of social commerce from users' perspective. E-commerce is not a new concept for everyone, so this study will pay more attention to social network side and attempt to figure out how SNS impacts E-commerce activities. The analysis will be conducted from two In the theoretical part of this thesis, following concepts including the basic knowledge of Web 2.0, SNS (Social Network Sites), E-commerce forms and development, and also the key point social commerce will be covered. Compared to the theoretical part, the empirical section combines qualitative and quantitative approaches for analysing the data collected by the survey mainly based on two case studies. The result of this study is that most users in a certain group have accepted the social commerce. However, it should keep the positive function sharing and communication in original SNS, and improve in the future. Key words: SNS, Social Commerce, Facebook, Groupon, Web 2.0Content
1 INTRODUCTION 1
1.1 Research Background 1
1.2 Objective 2
1.3 Scopes 2
1.4 Thesis Structure 3
2 BACKGROUND THEORIES 5
2.1 Web 2.0 5
2.2 SNS 6
2.3 E-commerce 7
2.4 Social Commerce 8
2.4.1 Facebook Commerce 9
2.4.2 Group Buying 9
3 RESEARCH METHODOLOGY 10
3.1 Research Approach 10
3.2 Data Collection 10
3.3 Data Analysis 11
3.4 Conceptual Framework 11
4 DATA COLLECTION 13
4.1 Semi-structured Survey 13
4.2 Case Study 13
4.2.1 Facebook 13
4.2.2 Social commerce in Facebook 14
4.3 Groupon 17
4.3.1 Groupon, history and nowadays 17
4.3.2 The Process behind Groupon 18
5 RESEARCH ANALYSIS 22
5.1 General information analysis 22
5.1.1 Use of social media 22
5.1.2 Use of electronic commerce 24
5.2 Case analysis 26
5.2.1 Facebook commerce users 26
5.2.2 Groupon users 29
5.2.3 Users for both Facebook commerce and Groupon 31
5.2.4 Non-social commerce users 32
6 CONCLUSIONS AND EXPECTATIONS 34
6.1 Research question 1:
commerce? 346.2 Future recommendations 35
BIBLIOGRAPHY 36
APPENDICES 39
LIST OF FIGURES
FIGURE.1 Structure of the thesisquotesdbs_dbs35.pdfusesText_40[PDF] Les objectifs de la création d un Pôle des Services
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