消费组织化：社群影响者整合品牌与用户的机制研究
Consumption Organizing: A Study on the Mechanisms of Community Influencers Integrating Brands and Users
DOI: 10.16538/j.cnki.fem.20260530.301
引用本文（GB/T 7714-2025）
[1]吴瑶,龙雨,胡林睿,夏正豪.消费组织化：社群影响者整合品牌与用户的机制研究[J/OL].外国经济与管理,2026,48(10):100-128[2026-11-11].https://doi.org/10.16538/j.cnki.fem.20260530.301.
摘要
组织化理论一直以来被隐含地限定在解释供给端的行动机制中，本研究将其拓展到探究需求端的社群影响者在数字技术赋权下涌现出的新组织化机制及特征。本研究针对电商直播实践开展民族志研究，提出社群影响者服务细分需求的关键机制——消费组织化，主要回答两个问题：什么是消费组织化？电商直播情境下的社群影响者如何通过消费组织化服务细分需求并促进商业交易？研究得出以下结论：第一，构建社群资源、应用社交能力和形成社群黏性是消费组织化区别于供给组织化的三个核心特征；第二，消费组织化由社群唤醒、供需统筹和交易转化三个关键机制构成；第三，社群影响者驱动的消费组织化实现了对供需两端的粒度匹配，并促进交易。据此，本文构建电商直播情境下社群影响者驱动的消费组织化机制模型，通过揭示需求端资源整合者的行动机制而形成理论创新。研究结论对于数字经济时代的社交商务创新实践具有启示意义。
Organizing theory has largely been confined to explaining action mechanisms on the supply side. This paper extends that perspective to the demand side by examining the organizing mechanisms and characteristics that emerge when community influencers are empowered by digital technologies. Based on an ethnographic study of e-commerce livestreaming practices, the study identifies consumption organizing as a key mechanism through which community influencers serve segmented consumer demand. It addresses two questions: What is consumption organizing? How do community influencers in e-commerce livestreaming use consumption organizing to serve segmented demand and facilitate commercial transactions? This paper offers three main findings: First, consumption organizing differs from supply-side organizing in three aspects: construction of community resources, deployment of social capabilities, and formation of community stickiness. Second, consumption organizing comprises three key mechanisms: community activation, supply-demand coordination, and transaction conversion. Third, consumption organizing driven by community influencers enables fine-grained matching between the demand side and the supply side, thereby facilitating transactions. On this basis, this paper develops a mechanism model of consumption organizing driven by community influencers in the context of e-commerce livestreaming, and achieves theoretical innovation by revealing the mechanisms of demand-side resource integrators. The findings offer important implications for social commerce innovation in the era of the digital economy.
关键词： 社群影响者,组织化,电商直播,服务主导逻辑,服务创新,民族志
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