社交电商商业模式抗拒的形成路径与机理——基于扎根理论与fsQCA的混合式研究  

Formation Path and Mechanism of Social E-commerce Business Model Resistance:Hybrid Research Based on Grounded Theory and fsQCA

作　　者：王炳成[1] 孙玉馨 WANG Bingcheng;SUN Yuxin(College of Economics and Management,Shandong University of Science and Technology,Qingdao 266590,China)

机构地区：[1]山东科技大学经济管理学院,山东青岛266590

出　　处：《科学学与科学技术管理》2025年第1期171-184,共14页Science of Science and Management of S.& T.

基　　金：国家社会科学基金项目(23BGL072)。

摘　　要：社交电商方兴未艾,但近年来用户对该商业模式抗拒的问题也日益凸显,然而现有研究更多关注了社交电商商业模式发展的积极方面,其对立面社交电商商业模式抗拒却少有学者触及。研究应用经典扎根理论提炼出了引发社交电商商业模式抗拒的影响因素,并进一步应用必要条件分析(necessary condition analysis,NCA)与模糊集定性比较分析(fuzzy-set qualitative comparative analysis,fsQCA)相结合的方法对这些影响因素进行组态分析,以揭示社交电商商业模式抗拒的形成路径与作用机理。研究发现:(1)网络负面口碑、认知失调、负面评价忧虑、被迫参与经历以及社交—消费分割偏好是引致社交电商商业模式抗拒的主要因素;(2)上述5个因素均不能构成社交电商商业模式抗拒的必要条件,但较高水平的认知失调与社交—消费分割偏好在引致消费者社交电商商业模式抗拒中发挥着较为普适的作用;(3)社交电商商业模式抗拒由多因素组合引发,可分为“利益权衡型”“内外联动型”“负面经历触发型”以及“双轮推动型”共4条路径。The social e-commerce business model has driven the transformation and innovation of traditional e-com-merce business models and attracted many large enterprises to join.However,due to its low entry threshold and insufficient industry regulation,many problems in the social e-commerce business model continue to emerge,causing more and more consumers to resist,weakening the marginal effect of the platform relying on social fission to increase traffic and hindering the healthy development of the industry.Therefore,how to avoid or weaken consumer resistance is an important issue that urgently needs to be addressed in the development of this business model.However,existing research mostly explores social e-commerce business models from a positive perspective,and there is relatively little literature on consumer resistance to so-cial e-commerce business models.Therefore,it is necessary to analyze the influencing factors and formation paths of con-sumer social e-commerce business model resistance,in order to provide theoretical guidance for the sustained and healthy development of this business model.On this basis,this study first applies the classical grounded theory to identify the key factors leading to consumer resis-tance to social e-commerce business model.Then,with the help of NCA and fsQCA,the study explores the necessary condi-tions and multiple equivalent paths that lead to consumer resistance to social e-commerce business model.The study found that:(1)Negative word-of-mouth,cognitive dissonance,negative appraisal apprehension,forced participation experience,and social-consumption segmentation preference are the main antecedent variables leading to consumers'resistance to social e-commerce business model.(2)Among the above five antecedent variables,no single variable constitutes a necessary con-dition for consumers'social e-commerce business model resistance,i.e.,social e-commerce business model resistance is not the result of a single factor,but higher levels of cognitive dissonance and social-consumption seg

关 键 词：社交电商商业模式 商业模式抗拒 经典扎根理论 模糊集定性比较分析 

分 类 号：F425[经济管理—产业经济] F724