利用社交媒体的电子商务外文文献.pdf

《利用社交媒体的电子商务外文文献.pdf》由会员分享，可在线阅读，更多相关《利用社交媒体的电子商务外文文献.pdf（5页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、13Leveraging social media for electronic commerce in Asia: Research areas4and opportunities567Sang-Yong Tom Leea, Chee Wei (David) Phangb8aSchool of Business, Hanyang University, Seoul, Republic of Korea9bSchool of Management, Fudan University, Shanghai, China101 2a r t i c l ei n f o13Article histo

2、ry: 14Received 3 February 2015 15Received in revised form 14 February 2015 16Accepted 14 February 2015 17Available online xxxx18Keywords: 19Asia 20Business and social issues 21Electronic commerce 22Social media 23Research directions 24Technology impacts 25User behavior 262 7a b s t r a c t28The last

3、 decade has seen phenomenal growth of electronic commerce in Asia. An important driving force 29has been the parallel rise of social media, enabling pervasive interactions among consumers and between 30consumers and firms. This article provides an overview of the current state of development of soci

4、al 31media in Asia. We also survey the literature on social media that has been produced by authors in this 32region. The research covers a variety of topics and issues, including: user behavior with social media, 33the impacts of social media, and the issues arising from its use. It also identifies

5、 a number of future 34research opportunities that fall into these areas. The Asia region is filled with high potential for promising 35research regarding how social media may be leveraged for e-commerce. This article calls for more 36research attention to be given to social media-related e-commerce

6、research, and the discovery of new 37knowledge related to the connections between social media and e-commerce that are unique to the Asia 38region. 39? 2015 Elsevier B.V. All rights reserved. 404142431. Introduction44Social media represents one of the most important platforms for45electronic commerc

7、e. Asia is no exception in this global trend, and46it has attained dramatic and high levels of growth in the use of47social media in e-commerce during the past several years. For48instance, research by McKinsey has indicated that there are more49than 300 million consumers in China who use social med

8、ia to50obtain product information (Chiu et al., 2012). McKinsey further51estimates that Chinas online consumers spend more than 40% of52their time on social media. A similar pattern with social media53has been observed in Japan, Korea, and other Asian countries. For54example, KakaoTalk, Koreas local

9、 social media service, has now55more than 100 million global users, with 30 million users of its56gaming app in Korea (Takahashi, 2013). The firm has been trying57to achieve a dominant position of centrality as an e-commerce58platform in Korea. Navers LINE, a service that was initiated in59Japan, no

10、w has 400 million users (Cheng, 2014). In view of these60kinds of developments, it is valuable to update our understanding61of what motivates the usage of social media and how organizations62will be able to make fuller use of it in the Asia region. The impacts63of social media on the businesses, eco

11、nomies and societies in the64Asia region also need to be understood in greater depth.65At the same time, the development of social media, which66affords extensive connectivity and easy information exchange,67has also brought with it a number of issues with regard to their68use, such as copyright inf

12、ringement (Carpenter, 2012) and the69spread of unverified information and rumors (Dube, 2010). These70issues are particularly pertinent in Asia, where institutional poli-71cies in the various countries and the region as a whole are not72yet very mature. Thus, research is needed to assess the nature7

13、3and characteristics of these issues, and what measures can be74devised to address them effectively.75Thisessayexaminesthecurrentstateofresearchonsocialmedia76in the Asia region, and especially among authors who work in the77countriesin this region. We investigatea variety of issues, including78user

14、 behavior involving social media, the impacts and issues associ-79atedwithsocialmediause,andfutureresearchopportunitiesinthe-80se areas that are likely to create significant impacts on research and81industrypracticesduetothenewknowledgethatisbeingproduced.822. Social media use in the Asia region83We

15、 next will discuss the characteristics of social media devel-84opment and extant research on user behavior of social media in85the Asia region.http:/dx.doi.org/10.1016/j.elerap.2015.02.001 1567-4223/? 2015 Elsevier B.V. All rights reserved.Corresponding author.E-mail addresses: tomleehanyang.ac.kr (

16、S.-Y.T Lee), (C. Wei).Electronic Commerce Research and Applications xxx (2015) xxxxxxContents lists available at ScienceDirectElectronic Commerce Research and Applicationsjournal homepage: 597No. of Pages 5, Model 5G27 February 2015Please cite this article in press as: Lee, S.-Y.T., Phang, C.W.(.

17、Leveraging social media for electronic commerce in Asia: Research areas and opportunities. Electron. Comm. Res. Appl. (2015), http:/dx.doi.org/10.1016/j.elerap.2015.02.001862.1. Characteristics of social media development in the Asia region87Social media are widely used in the daily life activities

18、of con-88sumers and in the business activities of firms in Asia, just like89any other region in the world. For example, a University of South-90ern California-based blogger, quoting a Hollywood Reporter study,91reported that 79% of people in the U.S. always or sometimes access92Facebookwhilewatching

19、TV(Greg2014).Anothersource,93KryptoniteD (2014a,b), provides estimates that are more94specific to Asia. For example, in Asia: 85% of marketers point to95social media as a major source of business exposure; 48% are able96to reduce expenditures using various social media sites; and 45% of97small and b

20、ig retailers are on social media to drive sales. In addi-98tion, managers and recruiters analyze social networking profiles99to help them make hiring decisions. They look at the profiles of100job candidates they are considering, and many of them declare that101a persons social profile is a major fac

21、tor in their hiring decisions. In102addition, restaurants, retail stores, and other service providers are103also relying on social media to increase customer loyalty and build104more exposure in the marketplace through location-based services.105These phenomena can be observed everywhere around the1

22、06world and are not Asia-specific. However, there are two notable107characteristics in the growth of social media in the Asia region that108we would like to point out. They are: (1) the popularity of local109social media platforms; and (2) the mobile-first strategies of the110service providers. Firs

23、t, the services of local providers have become111extremely popular in the Asia region. Korean, Chinese, and Japane-112se companies have been engaging in heated competition in the113social networking service market, together with global giants Face-114book, Twitter, and Google. Although Facebook is s

24、till the number115one social media provider in the world, there are many successful116local platforms in the different Asian countries that have large117installed bases of users. In China in 2014, according to China Inter-118net Watch (), local providers includ-119ed QQ with 848 million users, Qzone

25、 with 644 million, WeChat120with 396 million, and Tencent Weibo with 220 million dominate121the market. KakaoTalk, with 30 million users in Korea and 130 mil-122lion worldwide, started its business with mobile messaging, and123extendeditsmarketpowerintothesocialmediamarket124(Takahashi, 2013). Anoth

26、er Korea-based service developed by125Camp Mobile is the proprietary social media, BAND, which has126attracted 23 million users. Also Navers LINE, with 400 million127users, started its social media service in Japan and extended its128business in Korea and other Asian countries (Cheng, 2014).129Restr

27、ictions on Facebook represent one reason, but may not be130the only reason for the popularity of local platforms in China. Lan-131guage barriers across the Asian countries also make Asias social132media market fragmented. According to a research by Singh et al.133(2010), many non-English speaking co

28、untries show a higher pref-134erence for their own language over English. China is the strongest135at 86% preference for content in simplified Chinese. Although the136Lionbridge study did not cover Korea and Japan, one may guess137that these countries probably have a higher preference for social138m

29、edia in the local languages, considering the English proficiency139levels of the people in these countries (Hong, 2014).140According to Yu et al. (2011), there is a big difference in the141social media content shared in China, when compared to Twitter,142the global social media provider. The level o

30、f social media traffic143in China is almost entirely due to retweets of media content,144including jokes, images, and videos. In contrast, on Twitter,145retweets of media content tend to have more to do with current146global events and news. This makes it so that the platforms that147are based on lo

31、cal languages have a basis for competitive148advantage.149A second key characteristic of Asian social media is that the ser-150vice providers have strength in mobile social media. In fact, many151Asian local platforms have their origins in the mobile market. For152example, Chinas WeChat, Koreas Kaka

32、otalk, and Japans LINE all153were originally designed as pure mobile messaging services. Then,154as mobile devices have come to possess stronger processing capa-155bilities, messaging apps have extended the functionality of social156media in beneficial ways. This has enabled richer forms of social15

33、7networking and supporting new and innovative forms of interac-158tions among people.159Another reason for Asias mobile-first strategy is that a great160proportion of consumers in this region access the Internet through161mobile infrastructure. Some of the advanced economies, such as162Japan, Korea,

34、 Hong Kong, and Singapore, have established fixed-163line broadband infrastructure. However, other countries, especially164some Southeast Asian countries, have relatively poorer infrastruc-165tures for Internet accesses. Thanks to the high penetration of166mobile technologies such as 3G services in

35、these countries, users167can more easily access the Internet via their mobile devices. So168the mobile-first strategies of firms have been appealing to the con-169sumers in this region.1702.2. Surveying current research on user behavior of social media in the171Asia region172Social media has become

36、an important area of exploration for173university and industry researchers interested in online technolo-174gies and their impacts on consumers and businesses. The Asia175region has about half of worlds population and a similar share of176social media users. Thus, social media in Asia is a good rese

37、arch177target for IS, e-commerce and technology researchers. It will be178valuable to explore business and consumer behavior in the social179media market, as well as the impacts of social media on businesses,180society and the economy in the Asia region.181Considering the fact that the history of so

38、cial media is relatively182short, it is not surprising to see that studies on this topic in this183region are not very abundant. Since many of the early studies are184conference papers, our expectation is that the number of journal185articles will increase soon. To give the reader an idea of how thi

39、s186area of research inquiry is developing, we categorized social media187research studies in Asia into three groups. The first includes behav-188ioral studies, which attempt to understand users behavioral char-189acteristics in relation to social media. The second includes social190media impact eva

40、luation studies. And the last involves studies on191the issues arising from social media use.192The behavioral studies typically survey social media users to193uncover their motivation to engage in social media related activ-194ities. Table 1 offers a list of behavioral studies on Asian social195med

41、ia.196There are a number of good examples of this kind of research.197One is Choi (2013), who investigated the factors that affect con-198tinuous usage of social media in Korea. Another work is by199Chung et al. (2012), who focused on the impact of characteristics200of social media on information sh

42、aring in social media, also in201Korea. Huang et al. (2014) found that the use of enterprise202micro-blogging improves operational performance by increasing203marketing capability. Jang et al. (2013) examined the impact of204friendship desire on citizenship behavior in social media in Korea.205Kim e

43、t al. (2012) evaluated the determinants of continuance and206word-of-mouth intention in Koreas social media. Wu et al.207(2013) reported how four dimensions of perceived interactivity208(control, synchronicity, surveillance, and social bandwidth) affect209users bridging and bonding social capital in

44、 Taiwan. Zhang et al.210(2013) investigated how product attitudes form on online review211sites with social networks in China.212In this special issue, Wang et al. (2015) investigated the factors213that influence users posting of status updates on micro-blogging.214Their study highlights the unique

45、nature of such behavior. They2S.-Y.T Lee, Chee Wei (David) Phang/Electronic Commerce Research and Applications xxx (2015) xxxxxxELERAP 597No. of Pages 5, Model 5G27 February 2015Please cite this article in press as: Lee, S.-Y.T., Phang, C.W.(. Leveraging social media for electronic commerce in Asia:

46、 Research areas and opportunities. Electron. Comm. Res. Appl. (2015), http:/dx.doi.org/10.1016/j.elerap.2015.02.001215noted that it is more spontaneous and less rational, and found that216thecapabilitiesofmicro-blogsforsharinguniquecontent,217strengthening positive emotion, maintaining interconnecti

47、vity,218and enhancing unidirectional relationships are important antece-219dents of this behavior. Chen et al.s (2015) study is an exception220to studies that employ survey methods to investigate social media221user behavior. Their research is based on secondary data from a222micro-blog platform in

48、China. They employed probability models223to predict users tweet and retweet behaviors, and assessed how224the prediction accuracy can be enhanced.2252.3. Surveying current research on the impacts of social media use in226the Asia region227Information systems researchers have also assessed the com-2

49、28mercial and social implications of social media. Table 2 shows a list229of papers that investigate the impacts of social media in the Asia230context.231One example is the work of Chen et al. (2013), who discovered232the influence structure of users in online social networks through233the application of a Bayesian model on data from Chinas social234media website Douban, which allows consumers to share reviews235on books, movies, and music. Also using Douban data, Phang et al.23