社交媒体与电子商务外文文献Word下载.docx

社交媒体与电子商务外文文献Word下载.docx

《社交媒体与电子商务外文文献Word下载.docx》由会员分享，可在线阅读，更多相关《社交媒体与电子商务外文文献Word下载.docx（9页珍藏版）》请在冰豆网上搜索。

LeveragingsocialmediaforelectroniccommerceinAsia:

Researchareasandopportunities."

[J]ElectronicCommerceResearchandApplications,2015,12（03）:

61-71.

Researchareasandopportunities

Lee,Tom,andCheeDavid

Abstract

ThelastdecadehasseenphenomenalgrowthofelectroniccommerceinAsia.Animportantdrivingforcehasbeentheparallelriseofsocialmedia,enablingpervasiveinteractionsamongconsumersandbetweenconsumersandfirms.ThisarticleprovidesanoverviewofthecurrentstateofdevelopmentofsocialmediainAsia.Wealsosurveytheliteratureonsocialmediathathasbeenproducedbyauthorsinthisregion.Theresearchcoversavarietyoftopicsandissues,including:

userbehaviorwithsocialmedia,theimpactsofsocialmedia,andtheissuesarisingfromitsuse.Italsoidentifiesanumberoffutureresearchopportunitiesthatfallintotheseareas.TheAsiaregionisfilledwithhighpotentialforpromisingresearchregardinghowsocialmediamaybeleveragedfore-commerce.Thisarticlecallsformoreresearchattentiontobegiventosocialmedia-relatede-commerceresearch,andthediscoveryofnewknowledgerelatedtotheconnectionsbetweensocialmediaande-commercethatareuniquetotheAsiaregion.

Keywords

∙Asia;

∙Businessandsocialissues;

∙Electroniccommerce;

∙Socialmedia;

∙Researchdirections;

∙Technologyimpacts;

∙Userbehavior

1.Introduction

Socialmediarepresentsoneofthemostimportantplatformsforelectroniccommerce.Asiaisnoexceptioninthisglobaltrend,andithasattaineddramaticandhighlevelsofgrowthintheuseofsocialmediaine-commerceduringthepastseveralyears.Forinstance,researchbyMcKinseyhasindicatedthattherearemorethan300millionconsumersinChinawhousesocialmediatoobtainproductinformation（Chiuetal.,2012）.McKinseyfurtherestimatesthatChina’sonlineconsumersspendmorethan40%oftheirtimeonsocialmedia.AsimilarpatternwithsocialmediahasbeenobservedinJapan,Korea,andotherAsiancountries.Forexample,KakaoTalk,Korea’slocalsocialmediaservice,hasnowmorethan100 

millionglobalusers,with30 

millionusersofitsgamingappinKorea（Takahashi,2013）.Thefirmhasbeentryingtoachieveadominantpositionofcentralityasane-commerceplatforminKorea.Naver’sLINE,aservicethatwasinitiatedinJapan,nowhas400 

millionusers（Cheng,2014）.Inviewofthesekindsofdevelopments,itisvaluabletoupdateourunderstandingofwhatmotivatestheusageofsocialmediaandhoworganizationswillbeabletomakefulleruseofitintheAsiaregion.Theimpactsofsocialmediaonthebusinesses,economiesandsocietiesintheAsiaregionalsoneedtobeunderstoodingreaterdepth.

Atthesametime,thedevelopmentofsocialmedia,whichaffordsextensiveconnectivityandeasyinformationexchange,hasalsobroughtwithitanumberofissueswithregardtotheiruse,suchascopyrightinfringement（Carpenter,2012）andthespreadofunverifiedinformationandrumors（Dube,2010）.TheseissuesareparticularlypertinentinAsia,whereinstitutionalpoliciesinthevariouscountriesandtheregionasawholearenotyetverymature.Thus,researchisneededtoassessthenatureandcharacteristicsoftheseissues,andwhatmeasurescanbedevisedtoaddressthemeffectively.

ThisessayexaminesthecurrentstateofresearchonsocialmediaintheAsiaregion,andespeciallyamongauthorswhoworkinthecountriesinthisregion.Weinvestigateavarietyofissues,includinguserbehaviorinvolvingsocialmedia,theimpactsandissuesassociatedwithsocialmediause,andfutureresearchopportunitiesintheseareasthatarelikelytocreatesignificantimpactsonresearchandindustrypracticesduetothenewknowledgethatisbeingproduced.

2.SocialmediauseintheAsiaregion

WenextwilldiscussthecharacteristicsofsocialmediadevelopmentandextantresearchonuserbehaviorofsocialmediaintheAsiaregion.

2.1.CharacteristicsofsocialmediadevelopmentintheAsiaregion

SocialmediaarewidelyusedinthedailylifeactivitiesofconsumersandinthebusinessactivitiesoffirmsinAsia,justlikeanyotherregionintheworld.Forexample,aUniversityofSouthernCalifornia-basedblogger,quotingaHollywoodReporterstudy,reportedthat79%ofpeopleintheU.S.alwaysorsometimesaccessFacebookwhilewatchingTV（Greg2014）.Anothersource,KryptoniteDigital,2014a 

and 

KryptoniteDigital.2014b,providesestimatesthataremorespecifictoAsia.Forexample,inAsia:

85%ofmarketerspointtosocialmediaasamajorsourceofbusinessexposure;

48%areabletoreduceexpendituresusingvarioussocialmediasites;

and45%ofsmallandbigretailersareonsocialmediatodrivesales.Inaddition,managersandre