Customer Generated Content: Embedding Interactive Collaboration Tools into E-Shops


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-of-the-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.

Talk: IADIS International Conference E-Commerce 2008, Amsterdam, Netherlands; 07-25-2008 - 07-27-2008; in: “Proceedings of the IADIS International Conference E-Commerce 2008”, IADIS Press, (2008), ISBN: 978-972-8924-66-9; 271 - 274
Thomas Grechenig
Thomas Grechenig
Ao.Univ.Prof. Dipl.-Ing. Dr.techn.