社交电子商务平台的网络扩张机制概述  

Overview of Network Expansion Mechanism of Social E-commerce Platform

作　　者：娄朝晖[1] 陈艳雯 俞春晓 LOU Zhaohui;CHEN Yanwen;YU Chunxiao(School of Economics,Zhejiang Gongshang University,Hangzhou,Zhejiang 310018;Financial and Accounting Department,Hangzhou Branch of China Construction Bank,Hangzhou,Zhejiang 310006)

机构地区：[1]浙江工商大学经济学院,浙江杭州310018 [2]中国建设银行杭州分行财务会计部,浙江杭州310006

出　　处：《绍兴文理学院学报》2020年第4期82-89,共8页Journal of Shaoxing University

基　　金：教育部人文社科青年基金项目“互联网+条件下技术标准联盟的知识资本结构及其治理效应研究”(16YJC790068);浙江省自然科学基金项目“网络性产业中技术标准联盟的知识资本结构研究”(LY17G030003);教育部人文社科重点研究基地浙江工商大学现代商贸研究中心和浙江省2011协同创新中心——现代商贸流通体系建设协同创新中心2016年度重大奖项优培计划项目研究成果.

摘　　要：本文从近几年电子商务平台发展的现状出发,并以“拼多多”为例,展示了电子商务平台的社交化正在成为电商产业发展的新方向.首先,通过对社交电子商务平台研究文献的整理发现,目前国内外在这一领域的研究还停留在初级阶段,这类研究集中论述社交电商的特点,以及其用户来源、用户行为和商业模式等,而对其内在机理缺乏理论认知和分析框架.其次,对社会网络以及社会互动中的个体行为进行理论分析,表明社交电商中社会互动之特点带来的社会网络层形成局部网络效应影响消费者行为并改变了平台网络扩张的速度.最后,本文认为社交电子商务平台中社会网络的存在与平台本身的交易网络一起加强了平台的网络效应,给平台的网络扩张带来双倍效果.Starting from the current situation of the development of e-commerce platforms in recent years,and taking“Pinduoduo”as an example,this paper shows that the socialization of e-commerce platforms is becoming the new trend of the development of e-commerce industry.First of all,by sorting out the research literature on social e-commerce platforms,the paper found that the research in this field both at home and abroad is still at a primary stage,mainly focusing on the characteristics of social e-commerce,as well as its user sources,user behaviors and business models,etc.However,there is no theoretical cognition and analysis framework on its internal mechanism.Secondly,the theoretical analysis of social network and individual behavior in social interaction shows that the local network effect brought by the characteristics of social interaction in social e-commerce affects consumer behavior and changes the speed of platform network expansion.Finally,this paper maintains that the existence of social networks in the social e-commerce platform and the trading network of the platform itself have strengthened the network effect of the platform,thereby bringing a double effect to the network expansion of the platform.

关 键 词：社交电商 网络效应 社会网络 平台网络扩张 

分 类 号：F062.9[经济管理—政治经济学]