Web 2.0产消行为:内涵及其价值形成原理

Web 2.0 Prosumption: Essence and the Value Logic

本文在兼具交互性和开放性的Web2.0技术背景下,基于该类互联网平台依赖于用户实现信息的互动、生成和传播的商业模式,选择较为典型的社会化电商平台作为研究情境,将平台用户的访谈和口碑资料作为原始材料,通过扎根理论分析在线消费行为的演化路径,利用参与度和贡献度坐标系描绘各类型用户行为的差异,发现了区别于传统消费行为的生产性特征。在此基础上,归纳提炼了Web2.0用户产消行为(prosumption)的本质内涵,明确了产消价值的结构,并通过逻辑论证说明了产消价值(prosumervalue)形成的原理。

Against the background of the interactiveness and openness of Web2.0,and based on the business model which relies on users to achieve information interaction,generation and dissemination,this research selects social commerce platform as the typical research scenario.It takes user interview records and online word-of-mouth files as raw data,applies grounded theory to analyze the evolving process of online consumer behavior.With a frame of two axes involving degree of participation and contribution separately,distinct features of different behavioral groups and productive characteristics of user behavior which differs from traditional consumer behavior are discovered.It discovers that prosumption is the key logic to interpret the essence of consumer behavior in Web2.0 era.Furthermore,it clarifies the conception and measurement of prosumer value.