基于CiteSpace可视化图谱分析电子商务的研究动态及热点

Analysis of Research Trends and Hotspots in E-Commerce Based on CiteSpace Visualization Mapping

摘要: 数字经济时代，电子商务已经成为推动经济高质量发展的重要引擎。本研究借助可视化分析软件CiteSpace，基于中国知网(CNKI)数据库中2010~2026年的CSSCI来源文献，从发文趋势、研究力量、关键词共现与聚类、突现词检测等多维度进行文献计量与知识图谱分析，梳理我国电子商务研究的知识图景、热点主题与演进趋势。研究发现：我国电子商务研究年发文量整体稳步上升，阶段性与政策、技术双重驱动特征显著，各阶段研究重点与技术迭代、国家战略调整高度同频；研究力量形成以重庆大学、中国人民大学、武汉大学等高校为核心的格局，张夏恒、马述忠等为该领域的高产研究者，整体呈现出核心集聚、协作不足的特征，研究力量地域集中，机构间跨区域、跨学科协同研究缺乏，高产作者未形成绝对主导力的学者集群；研究热点聚焦于跨境电商、农村电商、数字经济等核心议题，经关键词共现与聚类分析可划分为电商行为与规制、数字经济与贸易、电商赋能与创新三大核心研究领域，覆盖宏观战略、中观生态、微观行为等多层次研究内容；研究演进呈现出研究视角从宏观模式探讨转向微观行为剖析；研究对象拓展至直播电商等新兴业态；研究导向从效率转向价值共创与社会赋能；研究重心从治理规制向技术赋能转变。电子商务发展迅速且对经济社会影响深远，本文系统性地梳理其过去十几年的研究脉络、热点变迁和未来趋势，对于该领域的学者快速把握研究全貌、寻找新的研究切入点具有重要的参考价值。

Abstract: In the era of the digital economy, e-commerce has become an important engine driving high-quality economic development. This study utilizes the visual analysis software CiteSpace and conducts bibliometric and knowledge mapping analysis based on CSSCI source documents from 2010 to 2026 in the CNKI database. It explores the knowledge landscape, hot topics, and evolutionary trends of e-commerce research in China from multiple dimensions, including publication trends, research strength, keyword co-occurrence and clustering, and emergent word detection. The research finds that the annual publication volume of e-commerce research in China has been steadily increasing overall, with significant characteristics of periodicity and dual-driven by policies and technology. The research focus in each stage is highly synchronized with technological iteration and national strategic adjustments. The research strength is centered around universities such as Chongqing University, Renmin University of China, and Wuhan University. Zhang Xiaheng and Ma Shuzhong are high-yield researchers in this field, showing a pattern of core agglomeration and insufficient collaboration. The research strength is geographically concentrated, with a lack of cross-regional and interdisciplinary collaborative research among institutions. High-yield authors have not formed an absolutely dominant scholar cluster. The research hotspots focus on core issues such as cross-border e-commerce, rural e-commerce, and the digital economy. Through keyword co-occurrence and clustering analysis, it can be divided into three core research areas: e-commerce behavior and regulation, digital economy and trade, and e-commerce empowerment and innovation. These areas cover multi-level research content, including macro strategy, meso ecology, and micro behavior. The research evolution shows a shift from exploring macro patterns to analyzing micro behaviors. The research objects have expanded to include emerging formats such as live streaming e-commerce. The research orientation has shifted from efficiency to value co-creation and social empowerment. The research focus has shifted from governance regulation to technological empowerment. E-commerce has developed rapidly and has a profound impact on the economy and society. This article systematically reviews its research trajectory, shifts in research hotspots, and future trends over the past decade or so. It provides valuable reference for scholars in this field to quickly grasp the overall research landscape and identify new entry points for research.