你推荐，我购买：人们如何以及为什么参与基于即时消息的社交电商
You Recommend, I Buy: How and Why People Engage in Instant Messaging Based Social Commerce
摘要：
作为一种新兴的商业现象，尤其是在中国，基于即时通信（IM）的社交电商越来越受欢迎，吸引了数亿用户，并正在成为人们进行日常购买的重要方式。这些平台将购物体验嵌入IM应用程序中，例如，微信，WhatsApp，现实世界的朋友在IM群聊中发布和推荐来自平台的产品，并且经常形成持久的推荐/购买关系。用户如何以及为什么参与基于IM的社交电商？这样的平台是否创造了不同于以往商业的新体验？这些平台是否会给用户的社交生活和人际关系带来改变？为了阐明这些问题，我们开展了一项定性研究，对12名中国即时通讯社交电商用户进行了半结构化访谈。我们发现，基于即时通讯的社交电商：1）使更多的可达性，降低成本，沉浸式的用户购物体验，2）通过预先存在的社会关系，相互信任，共享的身份和社区规范，塑造用户在购物中的决策过程，3）创造新的社会互动，这可以有助于新的关系的形成，同时保持现有的社会关系。我们证明，所有这些独特的方面紧密联系的IM平台的特点，以及在这种商业模式下的用户的社会和经济生活的耦合。我们的研究为社交电商和分散的、可信的社会技术系统提供了重要的研究和设计意义。
英文摘要：
As an emerging business phenomenon especially in China, instant messaging (IM) based social commerce is growing increasingly popular, attracting hundreds of millions of users and is becoming one important way where people make everyday purchases. Such platforms embed shopping experiences within IM apps, e.g., WeChat, WhatsApp, where real-world friends post and recommend products from the platforms in IM group chats and quite often form lasting recommending/buying relationships. How and why do users engage in IM based social commerce? Do such platforms create novel experiences that are distinct from prior commerce? And do these platforms bring changes to user social lives and relationships? To shed light on these questions, we launched a qualitative study where we carried out semi-structured interviews on 12 instant messaging based social commerce users in China. We showed that IM based social commerce: 1) enables more reachable, cost-reducing, and immersive user shopping experience, 2) shapes user decision-making process in shopping through pre-existing social relationship, mutual trust, shared identity, and community norm, and 3) creates novel social interactions, which can contribute to new tie formation while maintaining existing social relationships. We demonstrate that all these unique aspects link closely to the characteristics of IM platforms, as well as the coupling of user social and economic lives under such business model. Our study provides important research and design implications for social commerce, and decentralized, trusted socio-technical systems in general.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
