摘要
本文基于SICAS消费者行为模型视角,提出了社交电商是兼具电子商务和社交功能的综合平台概念,分析了社交电商的交互式感知网络嵌入、流量入口、分享等六阶段运行模式,并从感知网络、流量入口、低参与度行为、高参与度行为等十个方面对拼购型、内容型、会员制及社区型社交电商进行了比较性研究。针对各平台模式特点,本文从平台货币化率的提升、高质量泛社交内容的推送、消费会员制的转变、持续更新的高品质选品四个方面分别对四类社交电商平台提出对策建议,以期丰富社交电商理论体系。
Based on the perspective of SICAS consumer behavior model,this article proposes the concept that social e-commerce is a comprehensive platform with both e-commerce and social functions,puts forward the six-stage operation mode of social e-commerce,such as interactive perception network embedding,flow inlet and sharing,etc.,and makes a comparison among the group buying social e-commerce,content social e-commerce,membership social e-commerce and community social e-commerce from the ten aspects of perception network,flow inlet,low-participation behavior,high-participation behavior and so on.According to the characteristics of each platform model,this article makes recommendations for these four social e-commerce platforms from four aspects:the improvement of the platform's monetization rate,the promotion of high-quality social content,the transformation of the consumer membership system,and the constantly updated high-quality selections,to enrich the theoretical system of social e-commerce.
出处
《企业经济》
北大核心
2020年第10期37-43,共7页
Enterprise Economy
基金
国家社会科学基金项目“产业分工视角下大城市群协同发展问题研究”(项目编号:18CGL0462018)
浙江省科学技术厅项目“政策引导创新要素向众创空间集聚的驱动机理与绩效评价研究:浙江实证”(项目编号:2019C35050)
义乌工商职业技术学院课题“新商业背景下的社交电商模式研究”(项目编号:ZD2020JG249-01)。
