Designing for Social Commerce Experience as Cultural Consumption

  • Huatong Sun
Part of the Lecture Notes in Computer Science book series (LNCS, volume 6775)


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.


social commerce social shopping culturally localized user experience cultural consumption genre affordance 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  • Huatong Sun
    • 1
  1. 1.English DepartmentMiami UniversityOxfordUSA

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