在线社交性商务行为及其模式研究

在线社交性商务作为一种新兴的商业模式正推动经济新发展，据"Social Commerce Strategy and Outlook"研究报告显示，全球社交性商务的营业收入一直在稳步增长，这一数值在2020年有望达到800亿美元，因此对在线社交性商务展开研究具有重要意义。本项目针对在线社交性商务的关键科学问题，从信息技术功能与社会关系结构视角出发，将设计科学研究范式与行为科学研究范式相结合，致力于从多角度探索影响用户在线社交性商务行为的过程因素，以及各因素之间的潜在关系，进而构建用户在线社交性商务行为的理论模型，从而揭示用户在线社交性商务行为的内在机理。在此基础上，提炼在线社交性商务的商业模式，揭示在线社交性商务的动态演化规律。理论上为今后对在线社交性商务行为的研究提供理论基础和方法借鉴，实践上为在线社交性商务的运营商、参与者更好地挖掘在线社交性商务平台蕴藏的巨大潜在价值提供策略指导。

As an emerging business model, Online Social Commerce is pushing economic development to great extent. According to the report from "Social Commerce Strategy and Outlook" research, the global social commerce operating income has been steadily growing and the figure is expected to reach $80 billion in 2020. Consequently, conducting research on online social commerce is of great significance. In view of the key scientific problems in online social commerce, this project is performed from the perspectives of information technology affordance and social relationship structure by combining the research paradigm of design science and behavioral science to explore the antecedents that impacting users’ participation and the potential interaction among the antecedents. Then we construct the users’ behavior theory model in online social commerce to further reveal its mechanism. We then extract the online social commerce business model and try to explore its dynamic evolution mode. This project can provide theoretical basis and method reference for the future research on online social commerce in theory as well as provide policy guidance for the operators and participants to better excavate the huge potential value from online social commerce platform in practice.