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Dilemma of E-COMMERCE: Trust Application of S-Commerce

Abstract Traditional commerce method is fallen behind the time that need for the new economical structure associated with boost of the internet usage. Traditional commercial is performed in stores and offices of the companies which led to some difficulties for customers, such as unavailability, inaccessibility and lack of diversity for goods. Usage of e-commerce method is started the early 2000¶s. Since then, e-commerce market is increased with respect to increment of internet usage. E-commerce provides easiness for customer in various ways. A customer accesses or even buys everything within the internet connection. The store or office is not required for trades. Companies can show various kind of their product in order to contact with customer within internet. Hence, sales rate is much more than traditional method with respect to accessibility of the customer and also product. First part of report is including history about E-comerce. An internet site which is designed very simple, can show all of yours product without any cost for owner of companies. By internet site of companies, customer accessibility rate increased. With this scope, new internet sites are come up which are sold every trade names products. We can give examples for these sites as E-bay, sahibinden.com, gittigidiyor. They can sell not only small product, even sell cars, apartments, pets. Size of the sales has increased and they start to advertise by using discount products on internet. Types of E-commerce are given in report. The new trend is selling products by social network and mobile commerce, but mcommerce is containging problems about safety and familiarity. The effect of trust was stronger on important case such as purchasing products or services from website using credit card than on less important case such as inquiring about products or services. The report will be focused lack of trust that makes impossible to some customer use E-Commerce. The report will describe solution for e-commerce trust problem by using social media familiarity. From this point of view, a real world case about Hacettepe University student¶ web based application will be given in report. It tries to show familiarityconcepts, how they can and should adopt e-commerce to their sales and their internet applications. Lastly a conclusion will fallow about report.

Keywords: e-commercial, internet, sales, trading size, familiarity.

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TABLE OF CONTENT
1. 2. 2.1. 2.2. 2.3. 2.4. 2.5. 3. 3.1. 3.2. 3.3. 4. 5. WHAT IS ELECTRONIC COMMERCE?.................................................................................. 5 TYPES OF E-COMMERCE ....................................................................................................... 7 What is B2B e-commerce? ..................................................................................................... 7 What is B2C e-commerce? ..................................................................................................... 8 What is B2G e-commerce? ..................................................................................................... 9 What is C2C e-commerce? ..................................................................................................... 9 What is m-commerce? ............................................................................................................ 9 ANALYSIS OF THE E-COMMERCE ..................................................................................... 11 LIMITATION OF E-COMMERCE ...................................................................................... 12 PROBLEM DEFINITION .................................................................................................... 13 EXPLANATION AND IMPLEMENTATION OF SOLUTION............................................ 14 CONCLUSION ........................................................................................................................ 16 REFERENCES......................................................................................................................... 17

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LIST OF FIGURE
Figure 1:Sales number for E-Commerce ........................................................................................... 11 Figure 2: Distribution of E-Commerce Market ................................................................................. 12 Figure 3: Prediction of M-Commerce Market ................................................................................... 12 Figure 4: Prediction of E-Commerce Market Share over Total Retail Market Sale ............................ 13 Figure 5: Expected S-Commerce Income .......................................................................................... 14 Figure 6:Member Numbers of Markets in Facebook Pages ............................................................... 14

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LIST OF TABLES
Table 1: PROJECTED B2B E-COMMERCE BY REGION, 2000-2004 ($BILLIONS) ....................... 8

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1. WHAT IS ELECTRONIC COMMERCE?
With developments in the Internet and Web-based technologies, distinctions between traditional markets and the global electronic marketplace-such as business capital size, among others-are gradually being narrowed down. The main aim is getting strategic position, the ability of a company to determine emerging opportunities and utilize the necessary human capital to make the most of these opportunities through an e-business strategy that is simple, workable and practicable within the context of a global information milieu and new economic environment. E-commerce remains a relatively new, emerging and constantly changing area of business management and information technology. There has been and continues to be much publicity and discussion about e-commerce. Library catalogues and helves are filled with books and articles on the subject. However, there remains a sense of confusion, suspicion and misunderstanding surrounding the area, which has been exacerbated by the different contexts in which electronic commerce is used, coupled with the too related vogue words and acronyms (Heeks, 2005). In order to understand electronic commerce it is important to identify the different terms that are used, and to assess their origin and usage. Vladimir Zwass said, µElectronic commerce is sharing business information, maintaining business relationships and conducting business transactions by means of telecommunications networks¶ (Andam, 2003). He maintains that in its purest form, electronic commerce has existed for over 40 years, originating from the electronic transmission of messages during the Berlin airlift in 1948. From this, electronic data interchange (EDI) was the next stage of e-commerce development. In the 1960s a cooperative effort between industry groups produced a first attempt at common electronic data formats. The formats, however, were only for purchasing, transportation and finance data, and were used primarily for two-way trade transactions. It was not until the late 1970s that work began for national Electronic Data Interchange (EDI) standards, which developed well into the early 1990s. EDI is the electronic transfer of a standardized business transaction between a sender and receiver computer, over some kind of private network or value added network (VAN). Both sides would have to have the same application software and the data would be exchanged in an extremely rigorous format. In sectors such as retail, automotive, defense and heavy manufacturing, EDI was developed to integrate information across larger parts of an organization¶s value chain from design to maintenance so that manufacturers could share information with designers, maintenance and other partners and stakeholders. Before the widespread uptake and commercial use of the Internet, the EDI system was very expensive to run mainly because of the high cost of the private networks. Thus, uptake was limited largely to cash-rich multinational corporations using their financial strength to pressure and persuade smaller suppliers to implement EDI systems, often at a very high cost. By 1996 no more than 50,000 companies in Europe and 44,000 in the USA were using EDI, representing less than 1 per cent of the total number of companies in each of the respective continents. According to Zwass, electronic commerce has been re-defined by the dynamics of the Internet and traditional e-commerce is rapidly moving to the Internet. With the advent of the Internet, the term e-commerce began to include (College, 2010): y y y Electronic trading of physical goods and of intangibles such as information. All the steps involved in trade, such as on-line marketing, ordering payment and support for delivery. The electronic provision of services such as after sales support or on-line legal advice.

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y

Electronic support for collaboration between companies such as collaborative on-line design and engineering or virtual business consultancy teams.

Some of the definitions of e-commerce often heard and found in publications and the media are (Inc., 2008): Electronic Commerce (EC) is where business telecommunications networks, especially the Internet. transactions take place via

Electronic commerce describes the buying and selling of products, services, and information via computer networks including the Internet. Electronic commerce is about doing business electronically. E-commerce, ecommerce, or electronic commerce is defined as the conduct of a financial transaction by electronic means. The birth of e commerce companies such as eBay and Amazon really began to lead the way in e-commerce. Both eBay and Amazon (Schafer, Konstan, & Riedl, 2000) were among the first to establish prominent e-commerce brands. In the last decade, many startup e-commerce companies have rapidly stolen market share from traditional retailers and service providers, pressuring these established traditional players to deploy their own commerce websites or to alter company strategy in retaliation. The most prominent e-commerce categories today are computers, books, office supplies, music, and a variety of electronics. These companies began as just an online stores and over the years have extended themselves offering to a wide variety of product categories, including electronics, software, music, DVD¶s, CD¶s, video games, MP3¶s, clothing, shoes, health and beauty products and even household goods. The wide range of business activities related to e-commerce brought about a range of other new terms and phrases to describe the Internet phenomenon in other business sectors. Some of these focus on purchasing from on-line stores on the Internet. Since transactions go through the Internet and the Web, the terms I-commerce (Internet commerce), icommerce and even Web-commerce have been suggested but are now very rarely used.

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2. TYPES OF E-COMMERCE
For classifying e-commerce is by identifying the partners directly involved in the transaction. An informal ersion of this framework is being loosely applied in the use of the terms business-to-business (B2B); businessto-to-consumer (B2C); business-to-government (B2G); consumer-to-consumer (C2C); and mobile commerce (m-commerce) (Möller, 2004).

2.1. What is B2B e-commerce?
Services or information products are exchanged between business entities. This is the type of e-commerce that deals with relationships between and among businesses. About 80% of ecommerce is of this type, and most experts predict that B2B ecommerce will continue to grow faster than the B2C segment. The B2B market has two primary components: e-frastructure and e-markets. Efrastructure is the architecture of B2B, primarily consisting of the following: y y y Logistics - transportation, warehousing and distribution (e.g., Procter and Gamble); Application service providers - deployment, hosting and management of packaged software from a central facility; Outsourcing of functions in the process of e-commerce, such as Web-hosting, security and customer care solutions (e.g., outsourcing providers such as eShare, NetSales, iXL Enterprises and Universal Access); Auction solutions software for the operation and maintenance of real-time auctions in the Internet (e.g., Moai Technologies and OpenSite Technologies); Content management software for the facilitation of Web site content management and delivery (e.g., Interwoven and ProcureNet); and Web-based commerce enablers (e.g., Commerce One, a browser-based, XMLenabled purchasing automation software).

y y y

E-markets are simply defined as Web sites where buyers and sellers interact with each other and conduct transactions. The more common B2B examples and best practice models are IBM, Hewlett Packard (HP), Cisco and Dell. Cisco, for instance, receives over 90% of its product orders over the Internet. Most B2B applications are in the areas of supplier management, inventory management, distribution management), channel management, and payment management. E-Marketer projects an increase in the share of B2B e-commerce in total global ecommerce from 9.2% in 2000 to 87% in 2004 and a consequent decrease in the share of B2C ecommerce from 0.8% in 2000 to only 13% in 2004 Table 1 shows the projected size of B2B e-commerce by region for the years 2000-2004

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Table 1: PROJECTED B2B E-COMMERCE BY REGION, 2000-2004 ($BILLIONS)

2.2. What is B2C e-commerce?
Business-to-consumer e-commerce, or commerce between companies and consumers, involves customers gathering information; purchasing physical goods (i.e., tangibles such as books or consumer products) or information goods (or goods of electronic material or digitized content, such as software, or e-books); and, for information goods, receiving products over an electronic network (Dryden, 2001). It is the second largest and the earliest form of e-commerce. Its origins can be traced to online retailing (or e-tailing). Thus, the more common B2C business models are the online retailing companies such as Amazon.com, Drugstore.com, Beyond.com, Barnes and Noble and ToysRus. Other B2C examples involving information goods are E-Trade and Travelocity. The more common applications of this type of e-commerce are in the areas of purchasing products and information, and personal finance management, which pertains to the management of personal investments and finances with the use of online banking tools. E-Marketer estimates that worldwide B2C e-commerce revenues will increase from US$59.7 billion in 2000 to US$428.1 billion by 2004. Online retailing transactions make up a significant share of this market. eMarketer also estimates that in the Asia- Pacific region, B2C revenues, while registering a modest figure compared to B2B, nonetheless went up to $8.2 billion by the end of 2001, with that figure doubling at the end of 2002-at total worldwide B2C sales below 10%. B2C e-commerce reduces transactions costs (particularly search costs) by increasing consumer access to information and allowing consumers to find the most competitive price for a product or service. B2C e-commerce also reduces market entry barriers since the cost of putting up and maintaining a Web site is much cheaper than installing a ³brick-and-mortar´ structure for a firm. In the case of information goods, B2C e-commerce is even more attractive because it saves firms from factoring in the additional cost of a physical distribution network. Moreover, for countries with a growing and robust Internet population, delivering information goods becomes increasingly feasible.

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2.3. What is B2G e-commerce?
Business-to-government e-commerce or B2G is generally defined as commerce between companies and the public sector. It refers to the use of the Internet for public procurement, licensing procedures, and other government-related operations. This kind of e-commerce has two features: first, the public sector assumes a pilot/leading role in establishing e-commerce; and second, it is assumed that the public sector has the greatest need for making its procurement system more effective (Möller, 2004). Web-based purchasing policies increase the transparency of the procurement process.To date, however, the size of the B2G ecommerce market as a component of total e-commerce is insignificant, as government e-procurement systems remain undeveloped.

2.4. What is C2C e-commerce?
Consumer-to-consumer e-commerce or C2C is simply commerce between private individuals or consumers. This type of e-commerce is characterized by the growth of electronic marketplaces and online auctions, particularly in vertical industries where firms/businesses can bid for what they want from among multiple suppliers.16 It perhaps has the greatest potential for developing new markets. This type of e-commerce comes in at least three forms: y y auctions facilitated at a portal, such as eBay, which allows online real-time bidding on items being sold in the Web; Peer-to-peer systems, such as the Napster model (a protocol for sharing files between users used by chat forums similar to IRC) and other file exchange and later money exchange models; and Classified ads at portal sites such as Excite Classifieds and eWanted (an interactive, online marketplace where buyers and sellers can negotiate and which features ³Buyer Leads & Want Ads´).

y

Consumer-to-business (C2B) transactions involve reverse auctions, which empower the consumer to drive transactions. A concrete example of this when competingairlines gives a traveler best travel and ticket offers in response to the traveler¶s post that she wants to fly from New York to San Francisco. There is little information on the relative size of global C2C e-commerce. However, C2C figures of popular C2C sites such as eBay and Napster indicate that this market is quite large. These sites produce millions of dollars in sales every day.

2.5. What is m-commerce?
M-commerce (mobile commerce) is the buying and selling of goods and services through wireless technology-i.e., handheld devices such as cellular telephones and personal digital assistants (PDAs). Japan is seen as a global leader in m-commerce. As content delivery over wireless devices becomes faster, more secure, and scalable, some believe that m-commerce will surpass wireline e-commerce as the method of choice for digital commerce transactions.
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This may well be true for the Asia-Pacific where there are more mobile phone users than there are Internet users.

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3. ANALYSIS OF THE E-COMMERCE
Whilst internet breakthrough was occurred, information system and E-Commerce application provided huge advantages for the companies, especially small and medium enterprises, in the first place. Companies can improve their effectiveness and efficiency in market with tools of E-Commerce. (Molla & Heeks, 2007)Companies noticed this less-cost and short-way method in a short time with usage of Internet. Marketing, purchasing and sale operations can be processed with less cost and also with a fewer distribution way. Therefore, companies can penetrate global market with no additional work but built up a new web site. (Kalayc , 2008) For that manner, SMEs can cope with huge companies and their capabilities with Erevolution. (Bulut, Öngören, & Engin, 2006) Because, E-Commerce is changing the shape of the competition, the speed of action, and the streamlining of interaction, products, and payment from customers to companies and from companies to suppliers. (O'Brien, 2008) In this context, E-Commerce is used in all over the world by companies which have enough vision to see what it provides to the users. So, this trend also affects customer. Customers thus Figure 1:Sales number for E-Commerce choose the way of purchasing online because of its easiness and accessibility. Increment rate of E-Commerce usage is all beyond the expectations. Internet usage in the world continues to rise. Since all people all over the world will be able to access Internet, E-Commerce niche will continue its upward trend with an unexpected increment rates. E-Commerce niche is increased two times of today's sale number in four numbers. In order to satisfy this demand, various web sites are built up in every day. Sales numbers that are predicted can be showed as Figure 1. E-Commerce applications became so popular that every company tried to use it. The advantages of E-Commerce allow a business of virtually any size that is located virtually anywhere on the planet to conduct business with just about anyone, anywhere. Imagine small olive oil manufacturer in a remote village in Italy selling its wares to major department stores and specialty food shops in NY, London, Tokyo and other large metropolitan markets. (O'Brien, 2008) The power of E-Commerce allows company to ignore physical border between countries. However, for most companies E-Commerce is necessity to survive in market because high competitiveness infects E-Commerce and IT applications. So, advantages of using it are replaced by not just use and also use it right. For companies today, E-Commerce is more than just buying and selling products online. Instead, it encompasses the entire online process of developing, marketing, selling, delivering, servicing, and paying for products and services transacted on inter-networked, global marketplaces of customers, with the support of a worldwide network of business partners. Hereby, today's E-Commerce topics were emerged. Nowadays, E-Commerce is used for: y y Access Control and Security Profiling and Personalizing
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y y y y y y y

Search Management Content Management Catalog Management Workflow Management Payment Event Notification Collaboration and Trading
Figure 2: Distribution of E-Commerce Market

by companies.

The usage of E-Commerce instead of traditional trade methods is increased all over the world. Particularly, Europe and U.S.'s markets are satisfied whereas Asia E-Commerce market also needs for new companies and penetration. Distribution of market at 2010 according to the continent can be illustrated as in Figure 2.Europe has more market share than U.S. first time at 2010. However, research is showed that Asia will pass U.S. and Europe.

3.1.

LIMITATION OF E-COMMERCE

E-Commerce has its own limitation besides its benefits. Lack of security and reliability, a lot of hacking incidents are occurred. Also, desire of having best technology causes some problems. Unnecessary technology is sometimes purchased by companies. So it causes huge money lost. However, biggest problem is to need of some hardware. E-Commerce needs to access internet. Internet connection need to cable which is connected to main server that gives the service for customer. The person can purchase on Internet when he have an internet access and this access can be only accomplished if he have a cable in his home through server service. So, new technology need emerges. People should access net without any obligation. When wireless satisfies this demand, new concept occurs, MCommerce. M-Commerce is stand for mobile commerce which means that is the buying and selling of goods and services through wireless technology-i.e., handheld devices such as cellular telephones and personal digital assistants. (Andam, 2003) This new technology is a big Figure 3: Prediction of M-Commerce Market breakthrough. E-Commerce provides companies to chance sell their product 24 hours per day where M-Commerce provide customer to ability to purchase 24 hours. (Sar sakal & Ayd n, 2003) So, it is more useful than E-Commerce. Customer can see products and purchase it when he wants, where he wants. After the year of Iphone and Itablet penetration to the market, 20% of the E-Commerce activities occur with these devices (ÖZKAN, 2010). In that context, Figure 3 illustrates the previous year number and future prediction about M-Commerce. Prediction of two different companies can also be seen in Figure where Coda Research Consultancy prediction is more logical.
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In here, this report should include why people decide to purchase on Internet. Trust and familiarities are two instincts that affect the decision of purchasing on Internet. According to the researches, E-Commerce market share will continue to raise, nonetheless, never catch traditional trade methods with these structures. Because some people just don't trust to web site in order to purchase something. Trade activities need to interaction between two sides and one negotiation. Customers want to get in touch and face with the dealer. Otherwise, trust can't be formed between the website that is dealer's interface and customers. Since the MCommerce and E-Commerce is occurred within internet connection, money transaction is taken place within Internet, too. This is the main problem that E-Commerce and MCommerce have to face. Some people just don't trust the computer display to give their credit card number because of the fear of unpredictable and misuse of their money. Money isn't the all concern of customers that dealers have to solve. Information may be a bigger problem than that. Dealers are asked to keep customer personal and acquisition information by customer that is persuaded to purchase on Internet. However, big dilemma occurs this very moment. Especially, the willingness to engage in activities where a person is exposed to risk without the ability to control the related behavior of others, and its importance in successful adoption of new technology, make trust a potentially important precondition for E-Commerce. A fact the Internet and credit card industries are apparently well aware of. (Gefen, 2000) In this scope, M-Commerce has its advantages and privileges for some customer where others can't get enough trust from the web site which is basically, interface of some companies. A lack of trust is obtained because of interaction with faceless computer during transaction processes. (College, 2010) In this project, limitation of the E-Commerce is mentioned. Bottleneck of the E-Commerce market is defined and solution will be recommended in previous parts.

3.2. PROBLEM DEFINITION
Two main problems can be defined for E-Commerce. First of all, need for cable in order to be able to access Internet was huge problem. Companies can sell their product or services

Figure 4: Prediction of E-Commerce Market Share over Total Retail Market Sale

within E-Commerce. However, if there is a problem in cable no customer can purchase it. So, customer side of the transaction was interrupted. M-Commerce solved that problem. Even raise of the E-Commerce market is owned to invention of M-Commerce especially to Apple Company that provides its customer non-stop internet access with much more friendly-user
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mode. However, human beings' basic instincts become a problem in there. Trust issues are main problem for the E-Commerce also can be noticed in research and annual number that shows the increment on total E-Commerce market. E-Commerce market is increased with accessibility of Internet increment all over the world but even M-Commerce can't raise ECommerce market share toward traditional methods. It means rate of E-Commerce and total transaction market is constant as you can see in Figure 4. Total transaction level is increased where E-Commerce is also increased but not enough. Researches show that trust and familiarity are main obstacles against ECommerce. Customer chooses to way of inquiring products within Internet but wouldn't buy them. Because the effect of trust was stronger on important case such as purchasing products or services from website using credit card than on less important case such as inquiring about products or services. (Gefen, 2000) E-Commerce usage is increased but not enough for the market pioneers. For that Figure 5: Expected S-Commerce Income reason, solution is sought in order to increase E-Commerce level and effect on total transaction. So, our problem is lack of trust that makes impossible to some customer use ECommerce. Some customer just don't trust on computer display to give and use his/her credit card. Our report tries to give some ideas to break that barrier and let customer that have a fear to use E-Commerce. Our solution offers to use social network for commerce as a new method. Figure 5 illustrates the expected social commerce income.

3.3. EXPLANATION AND IMPLEMENTATION OF SOLUTION
First of all, trust and familiarity concept must be realized before advice is offered. Familiarity is a precondition for trust, claims, and trust is a prerequisite of social behavior, especially regarding important decisions. (N., 1979) The important decision that is mentioned in here is to purchase on Internet. Accordingly, familiarity and trust complement each other as complexity-reduction methods. Familiarity reduces uncertainty by establishing a structure; trust reduces uncertainty by letting people hold ``relatively reliable expectations'' about other people's favorable future actions. (Gefen, 2000) So familiarity between customer and web site must be built up. Result of these work trust is obtained for customer.
Figure 6:Member Numbers of Markets in Facebook Pages

Nowadays social networks are most used and connected site for internet users. People spend 5.5 hours per day in social networks all over the world. Familiarity exists for customer with social network. We should use that familiarity in order to build up a trust. The companies that belong to some markets have significant number of member in Facebook's page as in Figure
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6. Companies, especially retailer ones, should use that vogue in order to increase their E-sales. Companies seek to way and strategy for S-Commerce (Social Commerce) in order to use that potential.

Real World Case: S-Commerce application from student of Hacettepe University Some students that are studied in Hacettepe University built up a web site in order to satisfy student of Hacettepe University demand that is obtained because of the lack of the social network in the university. The site, which is named as 'beytepe dedikodu', basically aims to give service for student of Hacettepe University. Site founder firstly, try to get a trust from site users. Their privacy is kept really carefully. Students can make comment without showing any name. Mysterious comments provide attractiveness to the site from the student. Gossip from all over the campus can be shared in site under no name, of course students can show their name if they want. Site gain trust so much from students that first day membership appeal number is 1497. We called it as trust because, site founder asked students ID number of Turkey Republic for appeal of membership. End of the week, site's membership number was increased to 4950. Founder of this site want to shape their work in other way, too. Site should be give information about the Hacettepe University student and also special for the students. In that scope, site founders don't want to use Google ads or some other pop-up that can interrupt user of the site. Instead of that income, they thought S-Commerce. Site should include 'wore that' part. Students can make gossip and also describe themselves with clothes. Users can identify themselves as I wore red "Mango" sweatshirt with "Lewis's" jeans. Site founders thought they can make a deal with the clothes brand in order to show their catalogue. Site allows followers of that student that wore red "Mango" sweatshirt and "Lewis's" jeans to purchase the same clothes or even different clothes. User can choose the clothes from catalogues of different brand and see the harmony of those clothes and purchase them. Site gets their cut from those sales. Site founders thought that S-Commerce application should be observed last. Familiarities and trust against to site must be built first, as they thought. However, site can't continue its publication. Because of the money and time issues as all other students affect them, so they can't continue their work. However, site founders thought to shape their site in a proper way of S-Commerce.

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4. CONCLUSION
E-Commerce is a big topic that has potential to change the traditional trade and business method in their roots. It has limitation such as Internet connection need and lack of trustiness. However M-Commerce and S-Commerce strategy can suppress that limitation and also provide huge advantages for the companies. In future, instead of traditional trade method as open a branch at every region, M-Commerce and S-Commerce method and strategy are used.

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5. REFERENCES
Andam, Z. R. (2003). Concept and Definitions. In Z. R. Andam, e-Commerce and e-Business (pp. 6-20). e-ASEAN Task Force-UNDP-APDIP. Bulut, Z. A., Öngören, B., & Engin, K. (2006). Kobilerde Elektronik Ticaretin Kullan m : stanbul Örne i. Do u Üniversitesi Dergisi, 150-161. College, S. X. (2010). Introduction to e-Commerce. Kolkata: St. Xavier's College. Dryden, M. J. (2001). BUSINESS-TO-CONSUMER E-COMMERCE STATISTICS. Berlin: COMMITTEE ON CONSUMER POLICY. Gefen, D. (2000, February 14). E-commerce: the role of familarity and trust. The International Journal of Management Science, 725-737. Heeks, R. D. (2005). eCommerce for Small Enterprise Development. Manchester: Institute for Development Policy and Management The University of Manchester. Inc., V. C. (2008). 10 Barriers to eCommerce and Their Solutions. Voloper Creations Inc. Kalayc , C. (2008). E-Commerce and its Effects on SMEs. International Journal of Economica and Administretive Studies, 140-150. Molla, A., & Heeks, R. (2007). Exploring E-Commerce Benefits for Businesses in a Developing Countries. The Information Society, 95-108. Möller, P. D. (2004). ECommerce:Concepts & Technologies. TU Hamburg-Harburg, Software Systems Group. N., L. (1979). Trust and Power. Chichester,: UK: Wiley. O'Brien, J. A. (2008). Electronic Commerce Systems. In J. A. O'Brien, Management Information Systems (pp. 337-377). Irwin/McGraw-Hill. ÖZKAN, K. M. (2010). Retrieved 12 20, 2011, from Kamil Mehmet ÖZKAN ki isel sitesi: http://kamilmehmetozkan.com/wordpress/ Sar sakal, M., & Ayd n, M. A. (2003, July). E-Ticaretin yeni yüzü Mobil Ticaret. Havac l k ve Uzay Teknolojileri Dergisi, 83-90. Schafer, J. B., Konstan, J. A., & Riedl, J. (2000). E-Commerce Recommender Applications. Minnesota: GroupLens Research Project Department of Computer Science and Engineering University of Minnesota Minneapolis.

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