With the increase of population and the number of hours of Internet access, it has become an online community of people Reference Architecture consumer behaviour, consumer behaviour in the past pivotal study reference group, seems to have been gradually transferred from the entity context to cyberspace. Community shopping sites began to flourish; in addition to facilitate the users to make purchasing decisions related to outside, a lot of friends is also an important communication platform. Shopping is a social activity, consumer shopping is also an opportunity for social interaction with others may have social norms, relationships and other consumers agree. Social networking (social network sites, SNS) appears to provide people with the same interests and activities to establish a network of community characteristics of the services provided, not primarily to allow users to build relationships with strangers, but by the user social networking show, promoting user linkages. In related retailers gain advantage through social networking platforms research report pointed out those consumers through social media sites (social media) to interact with the enterprise behaviour analysis or other consumers.
Social shopping (social Commerce) can be defined as: People between the verbal and non-verbal exchange activity takes place in the shopping process, and proposed in the shopping process if social meet consumer needs, you can improve customer repurchase rate, a positive attitude for the brand. Human beings are part of group of animals, and everyone will try to please their own group members agree, and we will pay attention to the people around behavioural characteristics, motivation for many of the major purchasing behaviour in order to meet groups are also generated when consumption when assessing a new product or service, the views of others will increase the value of overall consumer pleasant sexual experience, to assist them make purchasing decisions.
And consumers do not like shopping on their own decisions, people tend to when shopping, someone can communicate and interact with them, when the average consumer shopping in a physical store, do not usually offer some online shopping experience to share with each other, but through link network, consumers will start looking for the right partner shopping together, despite face is users on the web, not only may not know who it is, but the decision cannot know whether the information provided by users is correct, but With the help of partners, you can get more detailed product feature descriptions, usage, post-purchase evaluation of shopping experience, then get better quality decision-making and reduce the risk of shopping, shopping together and have fun and interact with satisfaction. Wikipedia (Wikipedia) on the online social shopping (online social shopping) is interpreted as: consumer shopping process through the social network environment, using the concept of collective intelligence (collaborative wisdoms), consumers for the product, the price of the relevant information to communicate with each other, you can also create your own shopping list on the website platform, and then shared with other consumers participate in the discussion of such information and recommended way, it is relatively rare in the physical path to.Social shopping behaviour is a combination of social networking and shopping comparison behaviour through social shopping website platform that allows companies to create a low-cost way of word of mouth marketing. On the social shopping website platform, consumers can freely and businesses, other consumers to interact, join discussions interested product information community, their own lists of consumers shopping list (wish lists), can also be via a personal site hope space and others to share product information, product reviews, shopping experiences. For example, on
Social shopping behaviour is a combination of social networking and shopping comparison behaviour through social shopping website platform that allows companies to create a low-cost way of word of mouth marketing. On the social shopping website platform, consumers can freely and businesses, other consumers to interact, join discussions interested product information community, their own lists of consumers shopping list (wish lists), can also be via a personal site hope space and others to share product information, product reviews, shopping experiences. For example, on http://www.ownow.com platform, you can directly use Facebook account to sign in, the user can be given for the evaluation of their favourite products and share comments, and link with Facebook, invite friends to join the discussion. Consumers use Kaboodle.com platform, you can become your own brand of fan interest (fans), and then later when the linked sites, advertising sales of branded products will appear directly on a personal web page, the user can freely join product discussions Groups, join friends, but also for the reputation of their favourite products introduced. www.ownow.com platform is a shopping mall back online community, followed by the purchase behaviour of consumers through the mall map (OWNOW), retailers can earn back the gold, the individual user and the retailer's products was added to their product list, along with their comments on the product.