“互联网+”与市场关系网络的转变——基于沙河网批市场的田野调查

“Internet +” and The Transformation of Market Relational Network——Based on the Field Study on Shahe Online Clothing Wholesale Market

'互联网+'作为一种新经济模式,改变了传统的市场关系网络。本文通过在沙河网批市场进行以参与观察与半结构式访谈为主的田野调查,发现受'互联网+'影响的商户行为嵌入在商户关系网络当中,其中经营行为嵌入在工具性关系当中,非经营行为嵌入在情感性关系当中,得出结论为:'互联网+'使商户的工具性关系更具工具性,情感性关系更具情感性,且加强了情感性圈层之间的工具性。总体上,'互联网+'使商户关系网络呈现出工具性增强而情感性减弱的趋势,市场关系网络由传统的'市场共同体'转变为'工具性圈层格局'。

As a new technology,the 'Internet + ' has changed the traditional market relational network. Through the field study based on participant observation and semi-structured interviews in Shahe Online Clothing Wholesale Market,it is found that the merchants’ behavior influenced by 'Internet + ' is embedded in the merchants’ relational network,and the business behavior is embedded in instrumental relation,the non-business behavior is embedded in the emotional relation.The conclusions are as follows: the 'Internet + ' make the merchants’ instrumental relations more instrumental and the emotional relations more emotional,further more strengthen the instrumentality between the emotional circles. On the whole,the 'Internet + ' makes the merchants’ relational network presents a tendency of instrumentality enhancement and emotionality weakening,and the market relational network is changed from the traditional 'market community ' to 'Instrumental Multi-layered Structure'.