社群电商生态系统的价值创造机理:基于“动因—行为—结果”框架的多案例研究

摘要/Abstract

摘要： 社群电商作为数字经济催生的新兴商业模式，其独特的价值创造机制对企业和市场发展具有重要意义，但现有研究对其内在逻辑与运行机制的系统探讨仍显不足。本文从价值创造、生态系统等理论视角出发，基于扎根理论的多案例研究方法，以梦饷集团、德汇好物、西域小白三家代表性社群电商企业为研究对象，通过“动因—行为—结果”研究主线，编码提炼出“价值创造驱动因素”“社群渠道构建”“技术快速迭代”“利益相关者赋能”和“社群电商价值创造”5个核心范畴，构建社群电商价值创造机理模型并提出5项理论命题。研究发现，社群电商通过社群渠道构建和技术快速迭代激发价值共创能力，在利益相关者赋能与资源协同中实现价值扩展，并通过生态系统价值共创实现持续性价值创造。本文深化去中心化运营模式下的价值创造逻辑，扩展平台生态系统与利益相关者理论，为企业设计可持续的社群电商模式提供理论支持，也为政策制定与行业规范发展提供实践指导。

关键词: 社群电商, 价值创造, 生态系统, 扎根理论

Abstract: As an emerging business model driven by the digital economy, social e-commerce exhibits a unique value creation mechanism that holds significant importance for enterprise and market development. However, existing research on its internal logic and operational mechanisms remains insufficient. From the perspectives of value creation, ecosystems and related theories, this study employs a multi-case grounded theory approach, selecting Mengxiang Group, Dehui Haowu, and Xiyu Xiaobai as research subjects. Following a “cause-behavior-result” analytical framework, the study identifies five core categories: value creation drivers, community channel construction, rapid technology iteration, stakeholder empowerment and social e-commerce value creation. It constructs a mechanism model of social e-commerce value creation and proposes five theoretical propositions. The findings reveal that social e-commerce enhances value co-creation capabilities through community channel construction and rapid technology iteration, achieves value expansion through stakeholder empowerment and resource collaboration, and attains sustainable value creation through ecosystem value co-creation. This study deepens the understanding of value creation logic within decentralized operational models, extends platform ecosystem and stakeholder theories, and provides theoretical support for designing sustainable social e-commerce models. Additionally, it offers practical guidance for policy development and industry standardization.

Key words: community e-commerce, value creation, ecosystem, grounded theory

乔晗, 万姿显, 张硕, 徐君如, 李卓伦. 社群电商生态系统的价值创造机理:基于“动因—行为—结果”框架的多案例研究[J]. 管理评论, 2025, 37(10): 263-275.

Qiao Han, Wan Zixian, Zhang Shuo, Xu Junru, Li Zhuolun. Value Creation Mechanism of Community E-Commerce Ecosystem： Multiple Case Studies Based on the “Cause-Behavior-Outcome” Framework[J]. Management Review, 2025, 37(10): 263-275.

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