基于系统动力学的社群电商价值创造影响效应研究  

Research on the impact of community e-commerce value creation based on system dynamics

作　　者：乔晗 徐君如 张硕 QIAO Han;XU Junru;ZHANG Shuo(School of Economics and Management,University of Chinese Academy of Sciences,Beijing 100190,China;MOE Social Science Laboratory of Digital Economic Forecasts and Policy Simulation at UCAS,University of Chinese Academy of Sciences,Beijing 100190,China;College of Economics and Management,Xinjiang Agricultural University,Urumqi 830052,China)

机构地区：[1]中国科学院大学经济与管理学院,北京100190 [2]中国科学院大学数字经济监测预测预警与政策仿真实验室,北京100190 [3]新疆农业大学经济管理学院,乌鲁木齐830052

出　　处：《系统工程理论与实践》2023年第9期2615-2631,共17页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金重大项目“数字经济中数据要素有效使用与消费者保护”(72192843);国家自然科学基金面上项目“商业模式二次创新与制度创新共演的路径和机理研究——基于开放系统视角”(71872171);国家社会科学基金项目“高技术企业成长机制与创新体系研究”(22VRC055)。

摘　　要：社群和用户是社群电商价值创造的重要载体,现有研究识别出了影响社群电商价值创造的驱动因素,但这些因素系统性影响社群电商价值创造的作用效果尚不明确.本文运用系统动力学方法,揭示社群电商生态系统演化规律,评估商品设计、佣金激励、商品质量、性价比和物流服务对价值创造的影响效应.研究结果表明:在既定参数下,社群电商生态系统价值创造、社群主分享意愿、活跃消费者、活跃社群主、消费者感知价值与认同、消费者参与度均随时间呈现出增长趋势;商品质量、性价比、物流服务、商品设计和佣金激励是影响社群电商生态系统价值创造的关键因素,这五个因素对价值创造的影响程度依次降低.本研究首次从多主体价值创造的视角研究了社群电商这一新兴商业模式的生态系统演化规律与影响效应,研究结果对社群电商精细化运营和可持续发展具有参考作用和实践启示.Social community and users are the key actors in the community e-commerce value creation.While previous research has identified the drivers of value creation in community ecommerce,their systematic influence on the overall value creation process is unclear.This paper aims to fill the academic gap by uncovering the evolution process of the community e-commerce ecosystem and examining the impact of key factors such as product design,commission incentives,product quality,cost performance,and logistics services on value creation,using the system dynamics approach.The results show that value creation,willingness of community owners to share,number of active consumers,number of active community owners,consumer perceived value and identity,and consumer engagement within the community e-commerce ecosystem increase with time under the given parameters.Product quality,cost performance,logistics services,product design and commission incentives are key factors influencing the value creation of the community e-commerce ecosystem.In addition,the impact of the five factors on value creation decreases in order.This study is the first attempt to examine the ecosystem evolution process and factors influencing the community e-commerce from a multi-agent value creation perspective.The conclusion of this research contributes to the sustainable operation and development of community e-commerce enterprises.

关 键 词：社群电商 价值创造 系统动力学 商品质量 性价比 物流服务 

分 类 号：F724.6[经济管理—产业经济]