近五年国内外社交电商影响用户行为的研究热点及发展趋势分析

Analysis of Research Hotspots and Development Trends in the Impact of Social Commerce on User Behavior in China and Abroad over the Past Five Years

摘要: 近五年(2020~2025年)是全球社交电商格局加速成熟与用户行模式重塑的关键期，本文采用文献计量法，筛选国内CSSCI与北大核心期刊433篇、国外SSCI期刊中281篇相关文献，运用CiteSpace (6.4.R1)软件，对检索结果的关键词共现、聚类、突现等绘制可视化图谱，对比分析国内外研究热点的异同、演进脉络及发展趋势。研究发现，国内研究更聚焦直播电商实操层面，侧重对购买意愿等变量的研究，常采用扎根理论等定性定量相结合的研究方法；国外研究则更关注行为理论与社交技术底层逻辑，侧重模型构建与实证检验研究。未来可以从深化新技术应用，跨境社交电商文化适应以及注重顶层规划设计等方面对该领域研究进行完善。

Abstract: The past five years (2020~2025) represent a critical period marked by the accelerated maturation of the global social commerce landscape and the reshaping of user behavior patterns. This study employs bibliometric methods to analyze 433 articles from domestic CSSCI and Peking University core journals, along with 281 relevant publications from international SSCI journals. Using CiteSpace (6.4.R1) software, it constructs visual maps based on keyword co-occurrence, clustering, and emergence within the retrieved literature, conducting a comparative analysis of the similarities and differences, evolutionary trajectories, and development trends in research focus between domestic and international studies. The findings reveal that domestic research tends to focus more on the practical aspects of live-stream e-commerce, emphasizing variables such as purchase intention, and often employs a combination of qualitative and quantitative research methods, such as grounded theory. In contrast, international research places greater emphasis on behavioral theories and the underlying logic of social technologies, prioritizing model construction and empirical validation. Future research in this field can be enhanced by deepening the application of new technologies, adapting to the cultural aspects of cross-border social e-commerce, and emphasizing top-level planning and design.