C

Retailers are exploring a new frontier in social commerce as they go beyond simply offering Facebook pages and Twitter profiles for their customers to follow.

Fueling this trend is web retailers’ quick adoption of social sign-on, which allows consumers to log in to their Facebook account instead of registering on an e-commerce site. Social sign-on gives retailers access to rich profile information for targeting customers.

＂Bringing Facebook profile data into retail sites makes sense because it influences consumers,＂ said Jeffrey Grau, e-marketer principal analyst and author of the new report ＂Social Commerce: Personalized and Collaborative(合作的) Shopping Experiences＂. ＂In contrast, many consumers on Facebook are mainly socializing with friends and further removed from making purchase decisions.＂

Over half of online retailers who responded to an August 2016 survey by Gigya, a provider of social sign-on applications, had either implemented the feature or planned to add it in the near future.

The Gigya study highlighted the benefits that online retailers and media-entertainment publishers get from offering social sign-on. At the top of the list were increased reservation (84%) and richer profile information for targeting product recommendations, emails, promotions and coupons(優(yōu)惠券)(80%).

＂Social networks like Facebook are a center of information about people’s likes and interests,＂said Grau.＂When consumers give a retailer permission to access their personal data on Facebook, the retailers see not only what those people have written in their profiles but also the content they have ‘liked’ on other sites.＂

A separate study outlined just some of the data available from various sites — not counting other information, like which products, news articles and content on third-party sites they link to in status updates.

Retailers must also be careful about delivering personalized recommendations and targeted ads. These could make consumers feel that their online privacy is being invaded and create a backlash, which is already a perennial(反復(fù)的) problem for social networks like Facebook.

【題文1】 Why are retailers turning to Facebook and Twitter?

A. It is easier to trade on the sites.

B. They can talk with their customers there.

C. Their users can be turned into their customers.

D. E-commerce is easier done than social commerce.

【題文2】 How do most retailers react to social sign-on?

A. They react slowly. B. They are researching it.

C. They response actively. D. They are waiting and seeing.

【題文3】What does Grau think the advantage of retailers using social networks is?

A. They sell more online. B. They get more social support.

C. They make more friends online. D. They know people’s likes and interests.

【題文4】 What is the best title of the passage?

A. The trend of e-commerce B. Conversion of customers

C. The future of social shopping D. Advantages of e-commerce

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