数字化交互平台消费者及其社交网络投入的演化过程研究

The Evolution Process of Consumers and Their Social Network Input Based on Digitalized Interactive Platforms

采用扎根理论,探讨数字化交互平台、消费者及其社交网络的交互在不同服务周期如何相互作用,进而创造价值。研究表明,数字化交互平台消费者及其社交网络的投入表现为:①在初始服务周期,消费者主要受近端社交同伴的影响,涉入数字化交互平台,形成身份项目结果(一致或失调);②后续服务周期,消费者逐步构建稳定的社交网络,与社交同伴(近端和远端)进行持续互动,通过递归自反性形成重复的身份项目结果,社交是调和身份失调与延缓消费者进入终止服务周期的关键;③终止服务周期,消费者基于自我控制与产品转换,退出消费旅程。

Using grounded theory,this study explores how interactions between digitalized interactive platforms,consumers,and their social networks interact in different service cycles to create value.The results show that digitalized interactive platforms-based consumers and their social network inputs are as follows:First of all,in the initial service cycle,consumers are mainly influenced by their proximal social peers,involved in DIP,and form identity project results(alignment or misalignment).What’s more,in the subsequent service cycle,consumers gradually build stable social networks,interact continuously with social peers(proximal and distal),and form repetitive identity project results through recursive self-reflexivity.Socialization is the key to reconcile identity misalignment and delay consumers’entry into the termination service cycle.Finally,to terminate the service cycle,consumers exit the consumption journey based on self-control and product conversion.