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社会化商务的价值在于通过电商平台/社会化媒体的引导,促进依附其平台上的网络用户参与及互动,进而创造价值并转移价值。然而,在促进用户参与以及互动上,业界更多的是依靠经验,缺乏理论支撑。本文则将网络用户的参与动机归类为精神层面和物质层面,并针对这两大层面提出了应对措施(社会化手段和商务手段)。接着构建了包含社会化手段和商务手段的影响差异与协同的一般模型,对社会化商务在促进网络交易中的作用、网络用户的参与动机及其影响进行了考察,以求对社会化商务的理论研究进行补充,并指导企业社会化商务实践。
The value of social commerce lies in promoting the participation and interaction of network users attached to its platform through the e-commerce platform / social media to create value and transfer value. However, in promoting user participation and interaction, the industry is more dependent on experience and lack of theoretical support. In this paper, the motivation of Internet users is classified as spiritual and material, and the countermeasures (socialization and business methods) are put forward according to these two aspects. Then it constructs a general model of influence difference and cooperation which includes socialization means and business methods, examines the role of socialized commerce in promoting online transactions, the motivation of the network users and their influence in order to evaluate social business Theoretical research to supplement and guide the social business practices.