社交商务研究述评及展望

随着社交媒体的快速发展, 社交商务作为电子商务的衍生模式, 凭借其受众广、成本低的优势逐渐成为学界和业界关注的重点。在这样的背景下, 本文对国内外社交商务相关研究文献进行了梳理、归纳和述评。结果表明:社交商务的相关研究从基本内涵界定、模式演化, 到行为机制和影响因素, 已基本形成社交商务的理论分析框架;未来研究将主要集中在社交商务特征、社交商务网站行为等方面。

A Literature Review of Social Commerce and Prospects

With the development of social media, social commerce as a derivative mode of e-commerce gradually becomes the focus of academia and industry.In this context, this paper reviewed and summarized the domestic and foreign research literature on social commerce.The results indicated that:related research of social commerce from the basic connotation of the definition, mode evolution, to the behavior mechanism and influencing factors, has basically formed a theoretical framework for social commerce;future research will focus on social commerce features, social commerce network behavior and other aspects.