Dijitalleşme Sürecinde Ticaretin Sosyal Ticarete Evrilmesi
Evolution of Commerce to Social Commerce in the Digitalization Process

Summary/Abstract: With the spread of digitalization and the increased use of social media, it has been observed that trade has transformed from primitive commerce to social commerce. In this study, a face-to-face interview technique was used with 260 people who volunteered to participate in order to determine changes in the course of commerce in Çanakkale, particularly how consumers adapt to social commerce, which is a new trade method. Two different Logit models are constructed using survey data to determine the transition process of commerce from traditional commerce to electronic commerce and from electronic commerce to social commerce, as well as to determine the variables that are effective in this process. According to the first model, in which the participants' preference between traditional methods and electronic commerce is the dependent variable, two variables are effective in the transition from traditional commerce to electronic commerce. These are the 'Discounts on platforms such as Instagram and Trendyol' and the 'Effectiveness of social commerce as a shopping method' variables. According to the second model, in which the preferences of the participants between social commerce and commerce outside of social commerce (including electronic commerce) are taken as the dependent variable, the variables that are effective in inclining towards social commerce are as follows: gender, age, income level, seeing discounts in areas other than social media, social commerce being simpler and cheaper, influencers' assuring in product promotion, hands-on demonstration by influencers and social trade preference.

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