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Title:
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CUSTOMER GENERATED CONTENT: EMBEDDING INTERACTIVE COLLABORATION TOOLS INTO E-SHOPS |
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Author(s):
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Peter Leitner , Thomas Grechenig |
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ISBN:
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978-972-8924-66-9 |
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Editors:
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Piet Kommers, Pedro Isaías and Nian-Shing Chen |
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Year:
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2008 |
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Edition:
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Single |
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Keywords:
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Customer generated content, social commerce, interactive collaboration tools, e-shop |
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Type:
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Short Paper |
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First Page:
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271 |
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Last Page:
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274 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The explosive growth of online retail within the last years has increased competition among companies selling over the
internet. Thus, vendors are looking for new possibilities to increase site traffic and consecutively revenue on their
platforms. Social commerce, primarily applicable for B2C and C2C e-commerce, is a very effective approach because it
enables customers to generate content in an interactive way. Active user participation and collaboration within the whole
online shopping sphere clearly leads to more customer satisfaction. This paper demonstrates how vendors and site owners
should upgrade their conventional online stores with interactive collaboration tools to achieve requirements of a state-ofthe-
art social commerce environment. Based on a designed social shopping framework, essential tools and elements were
identified, categorized and described. Summarized in an image map, affected areas of the social commerce framework as
well as the main categories of interactive collaboration tools are illustrated. |
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