社会化商务手段的影响差异与协同——一个模型框架

社会化商务的价值在于通过电商平台/社会化媒体的引导,促进依附其平台上的网络用户参与及互动,进而创造价值并转移价值。然而,在促进用户参与以及互动上,业界更多的是依靠经验,缺乏理论支撑。本文则将网络用户的参与动机归类为精神层面和物质层面,并针对这两大层面提出了应对措施(社会化手段和商务手段)。接着构建了包含社会化手段和商务手段的影响差异与协同的一般模型,对社会化商务在促进网络交易中的作用、网络用户的参与动机及其影响进行了考察,以求对社会化商务的理论研究进行补充,并指导企业社会化商务实践。

The value of social commerce is to promote network users attached to its platform to participate and interact with each oth- er, thereby creating value and transfer value, guided by the platform for electronic business/social media. However, in the promotion of user participation and interaction, the practitioners tend to rely on experience, with the lack of theoretical support. This article examines the participating motivations of network users classified as spiritual and material levels, and two measures are proposed for these levels （means of social and business methods）. Then it builds a general model that contains effect differences in means of social and commerce coordination, and examines the role of social commerce in the promotion of online merchandise transactions, the participating motivation of network users and its impacts to supplement social commerce and guide social-commerce practices of enterprises.