Enabling Social Commerce - A New Form of E-commerce that Leverages Social Ties Between Users

实现社交商务 - 一种利用用户之间社交关系的电子商务新形式

• 批准号: 288207-2013
• 负责人: Benyoucef, Morad
• 金额: $ 1.09万
• 依托单位: University of Ottawa
• 依托单位国家: 加拿大
• 项目类别: Discovery Grants Program - Individual
• 财政年份: 2017
• 资助国家: 加拿大
• 起止时间: 2017-01-01 至 2018-12-31
• 项目状态: 已结题
• 来源: https://www.nserc-crsng.gc.ca/ase-oro/Details-Detailles_eng.asp?id=634258
• 关键词: Enabling; Social; Commerce; New; Form

Social commerce is defined by IBM as "the concept of word-of-mouth applied to e-commerce". When a user interacts online, she knowingly or unknowingly spreads the word about a product or brand; hence members of her online community can leverage her opinions in their purchase decisions. As word-of-mouth relies on social ties, it is becoming the marketing strategy of choice deployed on social media and e-commerce websites. For business and academia there is a need to understand social commerce, to study the design of platforms that support it, and to investigate the social ties that are inherent to these platforms, all in a way that satisfies businesses and consumers. The objectives of this proposal are twofold. First, we will study the design of social commerce platforms. There are two categories of such platforms: those that add "commerce" features to social media platforms (e.g., applications that enable e-commerce on Facebook); and those that add "social" features to e-commerce platforms (e.g., having a button on Amazon for the customer to "share" her purchases with her Facebook friends). We will investigate design frameworks and processes for developing social commerce platforms in an efficient and effective way. Second, we will study algorithms that predict the formation of ties (aka links) and those that detect communities on social commerce platforms. This proposal will have an economic impact by enabling social commerce; and a scientific impact by creating and using new methodologies to address complex issues such as innovative social commerce design and more accurate and efficient algorithms for social tie prediction and community detection.

社交电商被IBM定义为“应用于电子商务的口碑概念”。当用户在线互动时，她有意或无意地传播关于产品或品牌的信息;因此，她的在线社区成员可以在购买决策中利用她的意见。由于口碑依赖于社会关系，它正成为社交媒体和电子商务网站上首选的营销策略。对于企业和学术界来说，有必要了解社交电商，研究支持它的平台的设计，并调查这些平台固有的社会联系，所有这些都以满足企业和消费者的方式进行。这项建议有两个目的。一是研究社交电商平台设计。存在两类这样的平台：向社交媒体平台添加“商务”特征的平台（例如，在Facebook上支持电子商务的应用程序）;以及那些向电子商务平台添加“社交”功能的应用程序（例如，在亚马逊上有一个按钮，让顾客与她的Facebook朋友“分享”她的购买）。我们将研究设计框架和流程，以高效和有效的方式开发社交电商平台。其次，我们将研究预测关系（又名链接）形成的算法和检测社交电商平台上社区的算法。该提案将通过启用社交电商产生经济影响;通过创建和使用新方法来解决复杂问题，如创新的社交电商设计和更准确有效的社交关系预测和社区检测算法，产生科学影响。