社会化商务中的社交-消费转换及其促进机制研究：边界理论的视角

Users being able to transit between social context and consumption context is a critical feature of social commerce. However, these transitions have been largely overlooked in the current research on social commerce adoption. In order to fill this research gap, this project will propose a new concept called social-to-consumption transition, which refers to transitions from social context to consumption context in social commerce networks or communities. Based on the boundary theory that is often used to explain and predict transitions between multiple roles, this project will explore antecedents and promotion mechanism of social-to-consumption transition, and propose two core hypotheses. First, community integration supplies can not only positively predict users’ social-to-consumption transition trough increased integrated social boundary creation, but also buffer the negative effects of users’ segmentation preference on social-to-consumption transition. Second, community boundary customized climate can promote user’s boundary control, and then strengthen the positive relationship between integrated social boundary creation and social-to-consumption transition. We will test our hypotheses by using a variety of methodologies including focus group interviews, behavioral experiments, eye movement experiments, multi-group surveys, and multi-wave surveys. This project will contribute to a broader and more comprehensive understanding of social commerce adoption, and facilitate theory development in research on social commerce. Moreover, results of our research will have important practical implications for promoting social-to-consumption transition.

社交情境和消费情境之间可以相互转换是社会化商务的重要特征，然而这种相互转换在现有社会化商务采纳研究中却没有得到应有的重视。本项目试图引入用以解释多重角色转换的边界理论，将用户从社交情境到消费情境的转换定义为社交-消费转换，并从个体和社群两个方面系统分析其影响因素与促进机制。本项目包含两个核心假设：⑴社群边界整合供给既可以通过帮助用户创建整合型社交边界进而促进社交-消费转换，又可以削弱用户边界分割偏好对社交-消费转换的消极影响；⑵社群边界定制氛围可以通过提升用户边界控制感进而加强整合型社交边界创建对社交-消费转换的积极影响。本项目拟综合运用焦点小组访谈、行为实验、眼动实验、多群体问卷调查、多时点问卷调查等方法检验研究假设。本项目研究有望构建能体现社会化商务采纳特性的新理论，帮助人们更加完整地理解社会化商务，并为促进社交-消费转换提供切实可行的实践建议。

作为一种以“社交网络”为主要流量入口的新兴经济形态，社会化商务不仅在实践界引领着电商模式的变革创新，在学术界也引起了广泛关注。然而，现有社会化商务采纳的研究主要关注于社会化参与和社会化购物这两个环节，忽视了社交情境和消费情境之间的相互转换。事实上，能否实现这两者的转换，是决定社会化商务成功与否的关键性问题。本项目在现有社会化商务采纳研究的基础上，借鉴边界理论从“角色转换”视角提出社交-消费转换概念、并从社群和用户两个方面系统分析社交-消费转换的促进机制理论模型。.具体而言，本项目通过质性研究、多时点问卷调查和实验室实验等研究方法，探讨社交-消费转换的内涵与外延，以及社群边界整合供给、用户边界管理偏好两者对社交-消费转换的影响。主要研究结论为：（1）社交-消费转换是社交电商用户从社交情境转换到消费情境的过程；（2）整合型社交边界创建是用户进行社交-消费转换的前提；（3）个体层面的用户边界分割偏好，将通过减少整合型社交边界创建继而阻碍用户社交-消费转换；（4）社群边界整合供给通过削弱用户边界分割偏好与整合型社交边界创建之间的负相关关系，继而促进社交消费转换；（5）边界控制感可以增强整合型社交边界创建对社交-消费转换的促进作用。.本项目对社会化商务中社交-消费转换的探讨，不仅有望构建体现社交电商专属特性的新理论，帮助人们更加完整地理解社交电商采纳行为；而且有助于推动线上边界理论的研究，突破现有边界理论的研究对象，进一步深化和拓展边界理论。同时，本项目的研究结果能为促进社交-消费转换提供切实可行的实践建议。具体而言，本项目提示社会化商务平台和商家，可以通过提供社群边界整合供给，以达到促进用户社交-消费转换的目的。