Abstract:In the wave of Web2.0, social network service websites have become the focus of the on-line community, and it is regarded as the next generation of mainstream business mode. However, most online social networks are not making a profit now, and they have not established a sustainable developing business model.
As a new research topic, it appeared abroad after 2008. In his thesis, Technical and Management Design Innovation for Promotion Adhesiveness of Users in Virtual Communities, Guan Chun Yang discusses the significance of viscosity of users of the online community. The high viscosity of users displayed in the social network service has begun to attract many people to study the viscosity of users’ impact on the e-commerce. With the rapid development of the e-commerce in china, there is a new kind of e-commerce model emerging gradually, such as the "Mushroom Street". While a mushroom street is just partially characteristic of the social network service, we can see from it some trace of the trends of the next-generation e-commerce.
In other countries, the integration of e-commerce and social network service is still in its early stage. Although there have been some similar sites to a mushroom street, none of them can be regarded to be symbolic in the integration of ecommerce and social network service. This thesis is to analyze the viscosity of users of social network service and the online consumption psychology to introduce some common problems in current social network service. And with the existing business model and situations of current social network service, this thesis will come up with some proposals concerning the future of social network service and B2C-based e-commerce in China.
Key words: social networks; user sticky; e-commerce; the B2C
摘要:在web2.0浪潮中，SNS社交网络成为互联网界共同关注的焦点，并被誉为是 Web2.0 的下一个主流创业模式，然而社交网络目前大部分都没有实现盈利，也未找到可持续发展的商业模式。
作为一个新兴的研究课题，国内外的研究主要起源于2008年后，在杨冠淳的《促进用户粘性的虚拟社区技术与管理设计创新》中，提到了用户黏性对于网络社区的影响及重要的意义和作用。由社交网络表现出来的高用户黏性开始吸引人们对电子商务需要高用户黏性的研究。随着对电子商务的探索，在国内，渐渐出现了一种新型的电子商务模式，包括如“蘑菇街”等一些结合社交网络的方式进行电商运作，虽然仅仅只是一些对社交网络的边缘运用，但也让人看到了电商的下一代的发展趋势。
在国外，电子商务与社交网络的结合也是在探索阶段，也出现了类似的网站，但并未有一个比较标志性的电商与社交结合的网站出现。本文通过对基于社交网络的电商中B2C消费者的特点深入分析，介绍当前社交网络普遍存在的一些问题，并从中国电子商务B2C的发展特点的角度进行分析，结合社交网络现有的商业模式以及实际情况，提出社交网络与电子商务B2C在未来中国的发展建议。
关键词：社交网络；用户黏性；电子商务；B2C
