网络时代的“社会式互动”行为——对中国社区零售转型发展的社会学考察

The Social Interaction Behavior in the Internet Era——A Sociological Study on the Transformation and Development of Community Retailing in China

基于社会行为理论,聚焦于典型案例分析,构建“社会行为-行为逻辑-行为目标”的理论分析框架,并应用该分析框架探究了由社会参与、社会化服务、社会控制和相互支持等要素共同构成的社区零售中出现的“社会式互动”行为。研究发现,“社会式互动”行为能够挖掘社区零售的核心价值,增加零售机构与所在社区利益相关者之间的相互沟通与理解,进而形成企业发展优势;强调社区共享的意义,是社区零售承载社区发展的有效途径。分析表明,“社会式互动”行为模式的应用可以有效突破零售商与社区居民的关系边界,但仍需要依靠互联网技术的支撑和地方政府及其他利益群体的参与和支持,才能真正实现社区零售的转型发展。

Based on social behavior theory,the theoretical analysis framework of“social behavior-behavior logic-behavior goal”is constructed by focusing on typical case studies,and the analysis framework is applied to explore the“social interaction”in community retailing,which is composed of social participation,socialized service,social control and mutual support.The study finds that the“social interaction”behavior can explore the core value of community retailing,increase mutual communication and understanding between retail organizations and their community stakeholders,and create business development advantages;it emphasizes the significance of community sharing and is an effective way for community retailing to carry community development.The analysis shows that the application of the“social interaction”behavior model can effectively break through the boundary of the relationship between retailers and community residents,but it still needs the support of internet technology and the participation and support of local governments and other interest groups to truly realize the transformation and development of community retailing.