Social Commerce

CHƯƠNG 1
GIỚI THIỆU THƯƠNG MẠI ĐIỆN TỬ
VÀ THƯƠNG MẠI TRÊN MẠNG XÃ HỘI

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 Mục tiêu

1. Mô tả và phân biệt giữa các khái niệm: thương mại điện tử, thương
mại xã hội, Web 1.0, Web 2.0

2. Mô tả và phân tích sự phát triển từ thương mại điện tử truyền thống

đến thương mại xã hội

3. Liệt kê và đánh giá lợi ích và những hạn chế của thương mại xã hội

4. Lấy ví dụ và phân tích quá trình chuyển đổi, tích hợp công nghệ số và
mạng xã hội vào mô hình kinh doanh của doanh nghiệp

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Nội dung

❖ Opening case: Starbucks and its social commerce transformation

❖ Thương mại điện tử (E-commerce)
• Khái niệm
• Động lực phát triển và lợi ích
❖ Thương mại trên mạng xã hội (Social commerce)
• Web 2.0 và mạng xã hội
• Khái niệm và sự phát triển
• Phân loại
• Lợi ích và hạn chế của thương mại trên mạng xã hội

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Opening case: Starbucks

Problem Solution Benefit

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Thương mại điện tử (E-commerce)

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 Khái niệm

❖ Other names: online trade, cyber trade, electronic business,

paperless commerce (trade), electronic commerce, e-commerce.

❖ Thương mại điện tử - Electronic commerce (EC) là …

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 E-commerce versus e-business

❖ Kinh doanh điện tử (e-business)

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E-commerce versus e-business

EB: Kinh doanh điện tử (e-business)

EC: Thương mại điện tử (e-commerce)

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 Pure versus Partial EC

EC có thể là thuần túy hoặc một phần tùy thuộc vào bản chất
của ba hoạt động chính: đặt hàng và thanh toán, thực hiện đơn
hàng và giao hàng cho khách hàng

Activity 1 2 3 4 5 6 7 8

Ordering, payment P D D D D P P P

Order fulfillment P D D P P P P P

Delivery (Shipment) P D P P D D D D

Type of EC Non- Pure Partial

EC EC EC
P physical, D digital
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Figure 1.1 E-commerce as percent of total value: (2005–2013)
(Source: Census.gov/estats, accessed March 2016)
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 E-Commerce foundations

Figure 1.2:
A framework for
electronic
commerce

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 E-commerce stakeholders and transactions

Figure 1.3
Categories of
transactions in
e-commerce

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 Drivers of e-commerce

Figure 1.4 The major

drivers of e-commerce
growth

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 A brief history of e-commerce

Early 1970s
Electronic
funds transfer (EFT)
Early 1990s
World Wide Web

19991
Shifted from 2001
B2C to B2B B2B to B2E, c-commerce, e-
government, e-learning, and m-
commerce

2009
EC added
S-commerce channels
Thương mại điện tử 14
 E-commerce business model

Figure 1.7
The major
components
of a
business
model

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E-commerce business types

1. Brokerage:

2. Advertising:

3. Infomediary:

4. Merchant:

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 E-commerce business types

4. Direct model:

5. Affiliate:

6. Community:

7. Utility Model:

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Benefits of E-commerce

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Benefits of E-commerce

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 Challenges for traditional e-commerce
Technological limitations Non-technological limitations

Need for universal standards for quality, Security and privacy concerns deter customers
security, and reliability from buying
The telecommunications bandwidth is Lack of trust in sellers, in computers, and
insufficient, especially for m-commerce, paperless faceless transactions hinders buying
videos, and graphics
Software development tools are still evolving Resistance to change

Integration of Internet and EC software with Many legal and public policy issues are not
some existing applications and databases resolved or are not clear
Special Web servers are needed in addition to National and international government
the network servers, which add to the cost of regulations sometimes get in the way
EC
Internet accessibility is still expensive and/or It is difficult to measure some of the costs and
inconvenient benefits of EC
Large-scale B2C requires special automated Not enough customers. Lack of collaboration
warehouses for order fulfillment along the supply chain 20
Discussions

Chia lớp thành các nhóm (4-5 sinh viên/nhóm). Mỗi nhóm được
assign 3 lợi ích của thương mại điện tử với DN/KH/XH.

Các nhóm có 20 phút chuẩn bị và sẽ lên hùng biện trong 3 phút về 3

lợi ích (kèm minh họa, dẫn chứng, số liệu, brands…).

3 nhóm được đánh giá cao nhất sẽ ghi nhận điểm cộng.

Say to succeed!!!

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Social commerce

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 Social commerce examples

• Hilton Garden Inn introduced in 2016 Instagram-based photo map (GFI

Travel Guide) to assist in advertising their hotels.
• Dell Computer: $6.5 million in 2 years by selling computers on Twitter. Also,
Dell generates ideas from community members at its Idea Storm site.
• Procter & Gamble: selling its Max Factor brand cosmetics on Facebook.
• Disney: online booking tickets on Facebook without leaving the social
network.
• PepsiCo: live notifications when its customers are close to physical stores
(grocery, restaurants, gas stations) that sell Pepsi products. Then, PepsiCo
sends coupons and discount information to the customers.
• Starbucks: extensive promotions on Facebook including generating ideas
from the members via its My Starbucks Idea website.
Social commerce concepts
Social commerce concepts
Social commerce concepts
Social commerce concepts
Relevant concepts

❖ Social computing and Web 2.0

❖ Digital economy

❖ Digital enterprise

❖ Social enterprise

❖ Social business

❖ Social customers

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 Social computing and e-commerce

❖ Social computing:

❖ The set of tools:

❖ The term Web 2.0 (O’Reilly Media, 2004: the second generation of
Internet-based tools and services that

❖ Social media involves user-generated online text, image, audio, and video
content delivered via Web 2.0 platforms and tools. Social media is used
primarily for ……………………………………….. such as sharing
opinions, experiences, insights, and perceptions, and for online
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collaboration.
Digital economy

❖ The digital economy: based on online transactions, mostly e-

commerce.

❖ Digital economy characteristics:

◼ Many ……………………. are delivered over a digital infrastructure

anytime, anywhere in the world, interconnected by a global grid.

◼ ………………….. is transformed into a commodity.

◼ Work and business processes are organized in new and innovative ways

◼ Disruptive innovation is occurring in many industries

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Digital economy

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 Digital enterprise

❖ The digital enterprise: uses IT to gain competitive advantage by

increasing employee productivity, improving the efficiency and
effectiveness of business processes, and better interactivity
between vendors and customers.

❖ A digital enterprise uses computer networks to facilitate:

◼ All business partners are reached via the Internet, or a group of

secured intranets, called an extranet, or value-added private

communication lines.

◼ All internal communication is done via an intranet, which is the

counterpart of the Internet inside the company. 32
Digital enterprise

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 Social enterprise

 Social enterprise (or Social Media-

based Enterprise, Enterprise 2.0):
companies that conduct
……………………………………
……………………………………
……………………………………
……………………………………
(e.g., idea generation, problem-
solving, joint design, and
recruiting).

Thương mại điện tử 34

 Social business

❖ Social business: an organization that has put in place the strategies,

technologies and processes to systematically
…………………………………… (employees, customers,
partners, suppliers) to ……………………………………….

❖ IBM strategically integrates social media into various business

processes (e.g., procurement) and is developing an organizational
culture to support the integration process for delivering rapid and
impressive outcomes.

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 Social customers

❖ Social customers (or digital customers): members of social networks

who share opinions about products, services, and vendors, do online
social shopping, and understand their rights and how to use the
wisdom and power of social communities to their benefit.

❖ Social customers are willing to provide feedback, product reviews,

and connect with like-minded peers.

❖ The social customer is participatory and has active involvement in

the shopping process both as a buyer and as an influencer.
Individuals are influenced by friends, friends of friends, and friends
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of friends of friends.
Social customers

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 Value co-creation theory (Vargo & Lusch)

Sources:
1. Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: an extension and update of
service-dominant logic. Journal of the Academy of marketing Science, 44, 5-23.
2. Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2019). SD logic–informed customer
engagement: integrative framework, revised fundamental propositions, and application
to CRM. Journal of the Academy of Marketing Science, 47, 161-185. 38
 Social commerce: benefits

❖ To customers:
◼ Getting recommendations from friends and relations

◼ Special deals with more perceived values

◼ More personalization

◼ Matching with a mobile device (mobile shopping)

◼ Provide social support to others

◼ Expand customer’s socialization

◼ Enhancing the trust between customers and vendors

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 Social commerce: benefits

❖ To retailers:
◼ Obtaining customers’ feedback (value co-creation)

◼ Word-of-mouth marketing

◼ Increases in website traffic, sales, and revenue

◼ Enhancing relationships with customers and other partners

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 Social commerce: benefits

❖ To other types of enterprises:

◼ Less costly recruitment (via social network sites)

◼ Less costly knowledge and innovative management (crowdsourcing)

◼ Improvement in collaboration and communications (e.g., by using

blogs, microblogs, and wikis)

◼ Less costly market research

◼ Brand building and development via online conversations

◼ Enabling online customer service and support

◼ Enabling new business models (content-based generation, online ad.

Agent, crowd-funding) 41
Social commerce: challenges

❖ Security and privacy issues

❖ Possibilities of fraud

❖ Legal concerns

❖ Quality of user-generated content

❖ Blurred boundaries between work and personal life

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 Discussions and reflections

❖ Debate: Does digital business eliminate the “human touch” in

trading? In addition, if “yes,” is it really bad?

❖ Debate: EC eliminates more jobs than it creates. Should we restrict

its use and growth?

❖ Debate: Will online fashion hurt traditional fashion retailers?

❖ Debate: One day all e-commerce will be social.

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