电商经济中社区团购团长的作用与困境研究

Research on the Role and Challenges Faced by Community Group Buying Leaders in the E-Commerce Economy

摘要: 在电子商务快速发展的背景下，社区团购“团长”作为连接平台与消费者的枢纽角色，展现出典型的“双重代理”特征。一方面，“团长”依附于平台资本，受到算法驱动的时间规训与社交资本商品化的控制；另一方面，“团长”又作为社区领袖，拥有一定的社会资本和自主性。这种双重角色虽提升了社区团购的履约效率与用户黏性，但也使“团长”面临角色冲突、收入不稳定及职业边界模糊等现实困境。研究聚焦于电商生态中“团长”的运作机制与生存现状，分析平台算法管理与社区服务需求之间的张力，旨在为优化平台–团长协作模式、提升社区团购可持续运营能力提供实践参考。

Abstract: Against the backdrop of rapid e-commerce development, community group buying “group leaders” serve as pivotal intermediaries connecting platforms with consumers, exhibiting characteristic dual agency traits. On one hand, these leaders are dependent on platform capital, subject to algorithm-driven temporal discipline and the commodification of social capital. On the other, they function as community leaders possessing considerable social capital and autonomy. While this dual role enhances fulfilment efficiency and user retention within community group buying, it also subjects group leaders to practical dilemmas such as role conflicts, unstable income, and blurred professional boundaries. This study examines the operational mechanisms and survival conditions of group leaders within the e-commerce ecosystem, analysing the tension between platform algorithmic management and community service demands. It aims to provide practical insights for optimising platform-group leader collaboration models and enhancing the sustainable operational capacity of community group buying.