Designing for social commerce experience as cultural consumption

Authors:
Huatong Sun
Affiliations:
English Department, Miami University, Oxford, OH
Venue:
IDGD'11 Proceedings of the 4th international conference on Internationalization, design and global development
Year:
2011

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Abstract

Social commerce websites are facing a challenge of how to use social media effectively in reaching their users in this globalization age. In this paper I look at two successful cases of social commerce websites, TaoBao of China and Etsy of the U.S. and argue that the design of a social commerce website should implement effective local SNS features to connect with and engage its users, mediate their identities, and empower them in this rising participatory culture.