跨境电商平台UGC互动的虚拟品牌社群效应研究——基于双边市场理论

Research on the Virtual Brand Community Effect of UGC Interaction on E-commerce Platform——Based on Two-sided Market Theory

本文基于平台经济学的基本理论,以满足双边市场性质三个条件为主线,对众筹平台的性质做了界定。在此基础上,本文以跨境电商平台作为品牌社群的特殊性角度,论述了UGC互动的构成要素、特征、指标,并将“知识获取方式”引入UGC的研究中,以便深入探讨对跨境电商品牌社群的作用。

Based on the basic theory of platform economics,this paper defines the nature of crowdfunding platform in order to meet the three conditions of the nature of bilateral market.On this basis,from the perspective of the particularity of cross-border e-commerce platform as brand community,this paper discusses the components,characteristics and indicators of UGC interaction,and introduces"knowledge acquisition method"into UGC research so as to deeply discuss the role of cross-border e-commerce brand community.