社交电商中的社交-消费转换机制

Social-to-consumption transition mechanism in social commerce

社交情境和消费情境之间可以相互转换是社交电商的重要特征,然而这种相互转换在现有社交电商采纳行为研究中却没有得到应有的重视。社交−消费转换概念的提出很好地弥补了上述研究不足。社交−消费转换是指用户从社交情境到消费情境的转换过程。基于边界理论,从社群和用户两方面系统分析社交−消费转换的影响因素与促进机制,有望构建体现社交电商专属特性的新理论,帮助人们更加完整地理解社交电商采纳行为,并为促进社交−消费转换提供切实可行的实践建议。研究内容具体包括以下4个方面:(1)社交电商中社交−消费转换的内涵与外延;(2)社群边界整合供给对整合型社交边界与社交−消费转换的影响;(3)用户边界分割偏好对整合型社交边界与社交−消费转换的影响;(4)社群边界定制氛围对整合型社交边界与社交−消费转换关系的调节作用。

Users being able to transit between social context and consumption context is a critical feature of social commerce.However,these transitions have been largely overlooked in the current research on social commerce adoption.In order to fill this research gap,a new concept called social-to-consumption transition which refers to transitions from social context to consumption context in social commerce networks or communities is proposed.Based on the boundary theory to explore antecedents and promotion mechanism of social-to-consumption transition will contribute to a broader and more comprehensive understanding of social commerce adoption,facilitate theory development in research on social commerce,and have important practical implications for promoting social-to-consumption transition.Specifically,there are four aspects of contents to explore:(1)the connotation and extension of social-to-consumption transition;(2)the potential influence of community integration supplies on consumers’integrated social boundary creation and social-to-consumption transition;(3)the potential influence of boundary segmentation preference on integrated social boundary creation and social-to-consumption transition;(4)the moderating effect of community boundary customized climate on the relationship between integrated social boundary creation and social-to-consumption transition.