1. 研究目的与意义（文献综述包含参考文献）

1. According to the Graduation Thesis , each student is required to write a summary in about 1500 to 2000 words by referring to scientific papers: 1-Introduction 1.1- Background: In today抯 online social era, social commerce has evolved to include a plethora of social media tool sand strategies that can be used in the context of e-commerce. Prior to 2005 when the term 搒ocial commerce?was introduced by Yahoo!, most online marketing strategies focused on maximizing and building a solid email list and obtaining cheap keywords through ppc advertising. Today, you hear buzz words such as 揋roundswell? 揅2C Marketing? and 揥ord of Mouth Advertising?that embody characteristics of social intelligence and what influences consumers?purchasing decision. Along with the popularity and commercial success of social networking sites and other forms of social media, the term social commerce was conceived in 2005, representing an emerging (and evolving) phenomenon (Beisel 2006; Rubel 2005; Stephen and Toubia 2010). For discussion purposes, here we briefly define social commerce as a form of commerce that is mediated by social media and is converging both online and offline environments. Social commerce involves using social media that support social interactions and user contributions to assist activities in the buying and selling of products and services online and offline. It represents potential merchandizing opportunities that combine shopping and social networking activities together through social media. Benefitting from the advantages of interactive information technology infrastructure, social commerce is regarded as a new category of e-commerce, or the birth of a 搑eferral economy?(Harkin 2007). 揝ocial commerce is a form of commerce mediated by social media involving convergence between the online and offline environments?(Wang and Zhang 2012). In a broad sense, social commerce involves the use of Internet-based media that allow people to participate in the marketing, selling, comparing, curating, buying, and sharing of products and services in both online and offline marketplaces, and in communities. Social commerce has received a lot of attention for shaping emerging commercial channels on the Internet. The Financial Times reports that Internet traffic to social commerce and social shopping Web sites grew by more than 500% between early 2007 and early 2008 (Palmer 2008), the New York Times reports that several social commerce firms are attracting substantial venture capital financing (Tedeschi 2006), and further growth and investment in this online retailing segment are expected. Social commerce is a more recent phenomenon and has not been studied as extensively. Social commerce marketplaces have four defining characteristics: (1) Sellers (or shopkeepers) are individuals instead of firms, (2) sellers create product assortments organized as personalized online shops, (3) sellers can create hyperlinks between their personalized shops, and (4) sellers?incentives are based on being paid commissions on sales made by their shops(Andrewt. Stephen and Olivier Toubia 2010). Many e-retailers are taking advantage of social technologies and services to expand their businesses. Since social media have become readily accessible, more consumers use it as a source of in-formation about companies, brands, products, and services. According to Forrester Research (Anderson et al. 2011), the social commerce market will grow to about US$30 billion in U.S. by 2018. Thus, consum-ers, businesses and individual retailers should recognize the implications of such a paradigm shift in e-commerce. The opportunities associated with social commerce have generated significant interest for both re-searchers and practitioners. Social commerce is an interdisciplinary subject that concerns business models and strategies, consumer and organization behavior, social networking technologies, analytical techniques, system designs, business practices, research methodologies, and prospective and retrospective assessment of business value. Such assessments can help a business to better understand the potential impact of social media and networks in an ever more competitive online marketplace. Most discussions about social commerce have been in trade articles, blog posts, industry reports or publications by practitioners. There are only a handful of academic studies that touched upon some aspects of social commerce rather than focused on social commerce as a phenomenon. Collectively, these discussions have provided bits and bytes of forecasts, speculations, experiences, and status reports. Thus, our understanding of social commerce is scattered and limited, and at times can be biased by certain views or perspectives. Yet, social commerce, as an emerging phenomenon, provides ample opportunities for scholars to investigate and re-validate various issues related to the interplay among people, management, technology and information, all of which fall within the IS disciplinary boundary. Such investigations not only contribute to our theoretical understanding but also provide guidance and prescriptions to successful social commerce practice. This paper provides a first step to social commerce research and after reading it you will have a deep knowledge about the aspects and the factors effect social commerce. In particular, putting a country like Kazakhstan we will provide a systematic examination of the evolution of social commerce to illustrate both its rich breadth and its longitudinal characteristics. This examination is structured by a framework that consistent of four dimensions: people, management, technology and information. By providing such a systematic examination, we outline the landscape of social commerce practice, identify research opportunities and implications, and hope to inspire more research efforts and outcomes in this emerging area. Republic of Kazakhstan is a country located in the Central Asia bordering with Russian Federation, Peoples Republic of China, Kyrgyzstan, Uzbekistan and Turkmenistan. It is a transcontinental country largely located in Asia, however the most western part are located in Europe. Kazakhstan is the dominating nation in Central Asia抯 economy, generating 60% of the region抯 GDP, fundamentally because of its oil and gas industry. The geography of Kazakhstan is steppes in the west, forests in the north and mountains in the east. The government system is a unitary republic. The chief of state is the President and the head of government is the Prime Minister. Republic of Kazakhstan is a member of the Eurasian Economic Union (EAEU), sometimes known informally as the Eurasian Union (EAU). In 2017, 77% of the population of Kazakhstan was internet users: that抯 means 14 million people. In the world place Kazakhstan takes the 41st place of the world internet users. There is seven kind of actions related to the social commerce. Nowadays, peoples living in such developing country as Kazakhstan have access to the education. The fact is that everyone is using electronic machine as sell phone and computer?people can have access easily to social network. The social commerce uses this manner to attract the customer to attract their attention. Moreover thanks to the social network, peoples can share and follow their friend抯, contacts or favorite celebrity憇 actions. The social commerce well understands this phenomenon and by this way creates a new need and lead to an orders. Moreover, the fact that when the order is confirmed we can share it to our contact, multiply the potential customer. In fact, we can notice that shopping online is new to Kazakhstan. However, we can find a lot of reason to explain the opportunity of online shopping becoming popular in this country. The main reason (culture, and climate, and the population). The concept of social network is not new to this young country. So we can easily understand that people know how to use and how access to social network. On the contrary, to talk another exemple and explain this situation, saoudia arabia didn抰 allowed the utilization of facebook, or tweeter, so the social commerce isn抰 developed as well in this country. That抯 why studying about social commerce in county like Kazakhstan makes sense. To illustrate my proposal, I will choose the Lamoda.ru the most popular e-commerce website in Kazakhstan, altho it is originally a russian platform. Using this popular website will help us to understand the social commerce in Kazakhstan more precisely but also to CIS countries (Commonwealth of Independent States). Lamoda.ru is the largest e-commerce site in the former USSR region, featuring more than 500,000 products and 700 brands across categories such as consumer electronics, fashion, household goods, watches or perfumes. Today Lamoda.ru attracts over 10 million visits per month and is fast growing as more consumers shop online in the CIS region. Informally tagged as the "Amazon of the Eurasia", Lamoda.ru operates both as a retail site and as a marketplace for third party sellers. It offers a convenient and safe online shopping experience with online payments, option to pay cash on delivery and free returns. Lamoda.ru is the biggest internet-shop in Russia, with the Head Quarter located in Moscow and Saint-Petersburg. It was established in 2010 with the support of Rocket Internet, a European 搃ncubator?of internet startups, and is owned by 4 project members: Dominik Picker, Florian Jansen, Burkhard Binder and Niels Tonsen. Just within 1.5 year after establishment, the company enjoyed a huge success. Nowadays, Lamoda.ru has more than 800 employees and a delivery services across the country. Links https://www.ukessays.com/essays/information-systems/the-importance-of-e-commerce-in-globalization.php https://www.inform.kz/en/bakytzhan-sagintayev-e-commerce-in-kazakhstan-developing-faster-than-expected_a3289735 http://www.forbes.ru/kompanii/potrebitelskii-rynok/315491-dlya-lamoda-biznes-v-rossii-eto-igra-v-dolguyu https://wikipedia-org.xyz/#1084;#1072;#1075;#1072;#1079;#1080;#1085;-#1083;#1072;#1084;#1086;#1076;#1072;-#1074;#1080;#1082;#1080;#1087;#1077;#1076;#1080;#1103;/ https://rb.ru/company/lamoda/ http://en.wikipedia.org/wiki/Social_commerce http://greenolivedigital.com/flv_portfolio/social-commerce/ http://www.stitchlabs.com/blog/5-great-articles-you-need-to-read-about-social-commerce http://www.emarketer.com/Article/Facebook-No-1-Social-Commerce/1010721 http://mashable.com/2013/05/10/social-commerce-definition/ http://www.culturecrossmedia.com/social-media/social-commerce-est-ce-lavenir-du-e-commerce-2/ http://www.irma-international.org/viewtitle/110884/ http://greenolivedigital.com/flv_portfolio/social-commerce/ http://greenolivedigital.com/social-commerce/ 1. Social Commerce Defined. Socialcommercetoday.com. Retrieved on 2013-01-10. 2. The 6 Dimensions of Social Commerce: Rated and Reviewed. 3. Giamanco; Barbara; Gregoire, Kent (2012). "Tweet me, friend me, make me buy. 4. Want to make your e-commerce site more social? Here's one way. ZDNet.com (2013-07-31). Retrieved on 2013-07-31. 5. 7 Species of Social Commerce.Mashable.com (2013-05-10). Retrieved on 2013-12-01. 6. The Role of Social Networks in Online Shopping. arxiv.org. Retrieved on 2013-01-10.

2. 研究的基本内容、问题解决措施及方案

Research Problem The questions that will be discussed in this research consist of main and very broad questions and other specific sub杚uestions ?What are the historical stages of the development of social commerce? ?How do we evaluate the development of social commerce of Kazakhstan? ?Does social commerce have recognized effects on customer who buy online? Chapter 1 Introduction 1.1 Background 1.2 Literature Review 1.3 Methodology and Main Content Chapter 2 The concept of social commerce 2.1 Introduction to Social commerce 2.2. Differences Between Social commerce and e-commerce 2.3 Social commerce in Kazakhstan Chapter 3 3.1 Factors Which Influence social commerce 3.2 Social commerce Maximization 3.3 social commerce related to social network Chapter 4 Case Study:lamoda.ru 1.1 Introduction to lamoda.ru 1.2 Advantages of social commerce Chapter 5 Suggestions and Conclusion 5.1 Suggestions 5.2 Conclusion Methods: 1. Online research 2. Interviews with the founders of souq.com 3. Data about customer reviews of the website. 4. Competitors analysis 5. Secondary data. 6. Swot analysis 7. Magazine 8. News 9. Business news papers 10. Reviews