技术可供性对社会化商务多主体行为的影响机理研究

As a novel business model, social commerce has deeply affected the whole social economy environment and business activities, which has fundamentally transformed the way of participants' behavior and decision making. However, it is still lack of mature theoretical framework and empirical test to illustrate the issue that how IT facilitates the multiagent effectively engaging in the social commerce process and how to reveal this participation mechanism. Based on affordance theory, this project attempts to consider platform, consumers, enterprises, which involved in the same social commerce ecosystem, as the research object, and will employ a qualitative - quantitative mixed approach to conduct this proposal from the logic line of “develop concept – construct model – reveal mechanism” in following three aspects: (1) Develop the IT affordances concept, identify their dimensions and create scales with respect to multiagent in social commerce context, building on the analysis of multiagent’s participation motivation and behavior characteristics; (2) Construct the duality theoretical model of the effect of IT affordances on multiagent’s behavior by simultaneously considering the enable and inhibitory roles of IT; and (3) Reveal the mechanism of IT affordances on multiagent’s behavior from the effects of mediation and moderating. The research results are expected to help analyze and explain the dynamic evolution rule of multiagent’s behavior, innovate and enrich the theory system in the emerging e-commerce stream. Meanwhile, the results will offer great theoretical and practical significance for promoting the enterprise competitiveness, optimizing the platform design, and facilitating consumers to actively participate in various social commerce activities.

社会化商务作为一种新的商业模式，已经深刻影响到整个经济环境和商业活动，并对参与者的行为方式和决策选择带来了根本性变化。然而，技术如何促进社会化商务多主体有效参与的行为过程及机理揭示问题尚缺乏成熟的理论框架和实证检验。本项目基于可供性理论，以社会化商务生态系统内的平台、企业、消费者为研究对象，采用质性与量化分析相结合的研究方法，主要围绕概念发展-模型构建-机理揭示三个方面展开研究：（1）基于对各主体参与动机和行为特征的分析，发展面向多主体的技术可供性构念、维度和量表；（2）同时考虑技术的使能与抑制性作用，构建技术可供性对多主体行为影响的双路径模型；（3）从中介作用和边界条件角度，揭示技术可供性对多主体行为影响的作用机理。研究成果有助于深入剖析和诠释社会化商务多主体行为的动态演化规律，创新和丰富新兴电子商务领域的理论体系，为企业竞争力提升、平台设计优化和消费者有效参与提供理论参考与实践指导。

社会化商务已成为推动经济发展的新增长点，研究用户社会化商务参与的问题对当前平台型企业的发展、改善、治理具有重要意义。本项目以社会化商务为研究情境，以社会化商务生态系统内的多主体—平台、消费者、企业为研究对象，在相互作用的关系视角下，从技术的使能与抑制两个方面出发，构建技术可供性对社会化商务多主体行为影响的理论解释模型， 并深入剖析这一影响的过程机制，旨在探索技术对社会化商务多主体行为的影响机理。本项目基于可供性理论，围绕影响社会化商务多主体行为的因素及作用机制问题，开展了四个部分的研究：（1）提出社会化商务技术可供性的概念并开创性地开发、发展适应社会化商务情境的具体信息技术可供性维度指标和量表；（2）明确影响用户参与社会化商务行为的关键因素，分析了用户参与社会化商务的行为特征和影响因素，探索了不同情境下用户社会化商务行为过程的理论模式；（3）揭示了技术-社会视角下直播参与行为的影响过程及内在机理；（4）构建了了社会商务情境中不同主体价值创造的过程逻辑和理论模型。项目具体总结出9个方面的具体研究问题。方法上主要采用实证研究方法与案例研究方法，数据涉及到问卷调查、访谈、调研、案例数据等。相关研究结果理论上为社会化商务行为的研究提供了理论基础和方法借鉴，实践上为社会化商务的运营商、参与者更好地挖掘社会化商务平台蕴藏的巨大潜在价值提供策略指导，同时本项目还挖掘出了后续可持续性的研究议题。