数智时代基于消费社会化的社会化商业模式  

Consumer Socialization and Social Commerce in the Age of Digital Intelligence

作　　者：黄敏学[1] 李奥旗 Huang Minxue;Li Aoqi

机构地区：[1]武汉大学经济与管理学院

出　　处：《社会科学辑刊》2022年第5期154-163,F0003,共11页Social Science Journal

基　　金：国家自然科学基金重点项目(72132008;91746206)。

摘　　要：在数智时代,互联网技术特别是社交媒体的兴起推动了消费社会化趋势的发展。作为消费社会化趋势的载体,社群是将某类需求相似的消费者聚集在一起,方便消费者的社会交互。根据满足消费需求的差异性,可以将社群分为满足利益的交易型社群、满足情感的关系型社群以及满足爱好的兴趣型社群,这也带动了因需而变的社交平台的多样化发展。“社交+电商”的社会化商业模式,利用社群中消费者的社交性和创造性实现其商业目的,挑战是如何避免因商业化侵扰正常的社会交互性。在交易型社群中,可通过设置合理的经济激励促进消费者参与社会化商业活动;在关系型社群中,要慎用社群中的社会关系资本,避免利益对社会关系的挤出;在兴趣型社群中,可通过优质的内容创作吸引消费者的参与和社会交互。总之,要把握好社会化商业模式背后的逻辑,合理利用消费者的个人社会资本,寻求经济交易和社会交互的契合点。In the era of digital intelligence,the rise of Internet technology,especially social media,has promoted the development of consumption socialization.As the carrier of consumption socialization trend,community is to gather consumers with similar needs to facilitate their social interaction.According to the differences in consumer needs,communities can be divided into the transactional type to satisfy people’s benefits,the relational type to meet people’s emotional needs,and the interest type for people to enjoy their hobbies,which in turn drives the diversified development of social platforms.As a“social and commercial”model,it uses the sociality and creativity of consumers in the community to achieve its business purpose.The challenge is how to avoid commercial intrusion on normal social interaction.In transactional communities,reasonable economic incentives can be set to promote consumers to participate in social commerce activities.In the relational community,the relational social capital in the community should be carefully used to avoid squeezing out relational emotion due to interests.In the interest community,high-quality content creation can attract consumers’participation and social interaction.In short,we should grasp the logic behind the social business model,rationally use the individual social capital of consumers,and seek the convergence point of economic transactions and social interaction.

关 键 词：消费社会化趋势 社会化商业 交易型社群 关系型社群 兴趣型社群 

分 类 号：C913.3[经济管理] F724.6[社会学]