Question

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(优惠券)(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(反复的) problem for social networks like Facebook.

【题文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.

【题文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.

【题文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.

【题文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

Answer

1.C

2.C

3.D

4.C

【解析】

【解题导语】本文是说明文，讲述了零售商改变以往传统的做法，将目光瞄准社交网站上的用户，收集他们的个人资料及喜好以掌握商机。

1.第二段的末句及第三段的末句可知，这些社交网站上的用户基本上不买东西，零售商上这些社交网站的目的是想把这些社交网站的用户变成他们的目标客户。

2.推理判断题。根据第四段的Over half of online retailers ... had either implemented the feature or planned to add it in the near future.可知，零售商积极登录社交群组。

3.细节理解题。根据第六段的内容可知，Grau认为零售商从社交网站上得到的好处是他们可以了解用户们的兴趣和爱好。

4.标题归纳题。全文讲述了零售商改变传统的做法，利用社交网站上的用户的个人资料以掌握商机，这代表着未来的社交推销趋势。