摘要
社交商务作为数字经济的重要组成,拥有巨大的市场潜力,但也面临着平台发展模式同质化等问题,导致形成固化用户的自我认识和网络信息行为的信息茧房。由于社交媒体的多样性、群体关系复杂性,茧房效应与社交商务结合的研究有待进一步挖掘。通过中国知网和Web of Science核心集,截至2023年3月31日,检索并筛选获取606篇相关文献,运用社会网络分析方法进行分析。其中300篇中文文献重点探讨个性化推荐算法对信息茧房形成的影响,306篇英文文献更多关注信息茧房与平台和用户行为之间的关系。基于信息茧房相关概念的研究明确其内涵和特征,根据平台、算法和用户3个维度的作用机制分析构建信息同质化视角下信息茧房形成机制框架,即社交平台内外部信息趋同导致了用户选择同质化、平台内容同质化以及用户群体同质化问题,并以正反馈的形式不断加强,最终形成信息茧房。由此,基于同质化视角,分别从政府、平台和用户3个主体层面提出社交商务平台应对信息茧房的策略。
As an important component of the digital economy,social commerce has huge market potential,but it is also faced with problems such as homogenization of platform development mode,leading to the formation of an information cocoon that solidifies users' self-knowledge and network information behavior.Due to the diversity of social media and the complexity of group relations,the combination of cocoon effect and social business needs to be further explored.As of March 31,2023,606 relevant documents are searched and screened,and analyzed by the social network analysis method.Among them,300 Chinese documents focus on the influence of personalized recommendation algorithms on the formation of information cocoon,while 306 English documents focus more on the relationship between information cocoon and platform and user behavior.Based on the relevant concepts of information cocoon,this paper clarifies its connotation and characteristics,and constructs the formation mechanism framework based on the analysis of the platform,algorithm and user,namely the convergence of internal and external information on social platforms leads to homogenisation of user selection,homogenisation of platform content,and homogenisation of user groups,and is continuously strengthened in the form of positive feedback,ultimately forming an information cocoon.Therefore,on the basis of the homogenisation perspective,from three levels of the subjects of government,platform,and user,the strategy of social business platform to deal with information cocoon is proposed respectively.
作者
王宗水
熊佳佳
赵红
Wang Zongshui;Xiong Jiajia;Zhao Hong(School of Economics and Management,Beijing Information Science and Technology University,Beijing 100192,China;Beijing Key Laboratory of Green Development and Decision Making Based on Big Data,Beijing 100192,China;School of Economics and Management,University of Chinese Academy of Sciences,Beijing 100190,China)
出处
《科技管理研究》
CSSCI
2024年第6期157-165,共9页
Science and Technology Management Research
基金
北京市社会科学基金一般项目“基于多源异构用户行为数据的北京市平台型企业异质性及持续创新策略研究”(22GLB028)。
关键词
社交商务平台
同质性
信息茧房
平台用户
茧房效应
平台发展模式
social commerce platform
homogeneity
information cocoon
platform user
cocoon effect
platform development mode
作者简介
王宗水(1987-),男,河北唐山人,教授,博士,主要研究方向为社会化媒体与品牌营销;通信作者:熊佳佳(1999-),女,湖北随州人,硕士研究生,主要研究方向为社交商务平台创新策略;赵红(1963-),女,北京人,教授,博士,主要研究方向为人工智能与品牌营销。
