User-centered investigation of social commerce design

Authors:
Zhao Huang;Morad Benyoucef
Affiliations:
Telfer School of Management, University of Ottawa, Ottawa, ON, Canada;Telfer School of Management, University of Ottawa, Ottawa, ON, Canada
Venue:
OCSC'13 Proceedings of the 5th international conference on Online Communities and Social Computing
Year:
2013

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Abstract

Evidence from relevant studies indicates that social commerce can benefit from a user-centered design. This study explores users' perception and preferences of social features implemented on current social commerce websites, focusing on two major categories of social commerce platforms. Results point to a number of important social features, such as the "Comment" button, allowing users to provide feedback, and encouraging users to respond to comments made by others. We also present and discuss the differences in user preferences of social features between the two social commerce platform categories. By considering the user perspective, this study aims to help business organizations develop successful social commerce systems.