Commercial Transformation in the Digitalization Process

Abstract

With the spread of digitalization and the increase in the use of social media, it observed the trade which has been made through has developed from primitive to social media. In this study, a face-to-face interview technique was applied to 260 people volunteered to participate in order to determine the changes in the course of trade in Çanakkale, especially how consumers adapt to social trade, which is a new trade method. With the data obtained from the surveys; Two different Logit models have been established in order to determine the transition process of commerce from traditional commerce to electronic commerce and from electronic commerce to social commerce and to determine the variables that are effective in this process. In the first model established, the preference of the participants between traditional commerce and electronic commerce was taken as the dependent variable. It has been concluded that the variables such as discounts on platforms such as Instagram Trendyol and the effectiveness of social commerce as a shopping method are effective in the transition from traditional commerce to electronic commerce. In the second model established, the preference between social commerce and non-social commerce (including electronic commerce) is taken as the dependent variable. It has been concluded that the variables of gender, age, income level, seeing discounts on Instagram, using social commerce in shopping, social commerce being simpler and giving confidence to customers during product promotion by influencers are effective in turning to social commerce.