[雙語翻譯]外文翻譯--利用社交媒體促進(jìn)亞洲電子商務(wù)研究領(lǐng)域和機(jī)遇（英文）

1、Leveraging social media for electronic commerce in Asia: Research areas and opportunitiesSang-Yong Tom Lee a, Chee Wei (David) Phang b,?a School of Business, Hanyang University, Seoul, Republic of Korea b School of Manag

2、ement, Fudan University, Shanghai, Chinaa r t i c l e i n f oArticle history:Received 3 February 2015Received in revised form 14 February 2015Accepted 14 February 2015Available online 23 February 2015Keywords:AsiaBusines

3、s and social issuesElectronic commerceSocial mediaResearch directionsTechnology impactsUser behaviora b s t r a c tThe last decade has seen phenomenal growth of electronic commerce in Asia. An important driving forcehas

4、been the parallel rise of social media, enabling pervasive interactions among consumers and betweenconsumers and firms. This article provides an overview of the current state of development of social mediain Asia. We als

5、o survey the literature on social media that has been produced by authors in this region. Theresearch covers a variety of topics and issues, including: user behavior with social media, the impacts ofsocial media, and the

6、 issues arising from its use. It also identifies a number of future researchopportunities that fall into these areas. The Asia region is filled with high potential for promising researchregarding how social media may be

7、leveraged for e-commerce. This article calls for more researchattention to be given to social media-related e-commerce research, and the discovery of new knowledgerelated to the connections between social media and e-com

8、merce that are unique to the Asia region.? 2015 Elsevier B.V. All rights reserved.1. IntroductionSocial media represents one of the most important platforms for electronic commerce. Asia is no exception in this global tr

9、end, and it has attained dramatic and high levels of growth in the use of social media in e-commerce during the past several years. For instance, research by McKinsey has indicated that there are more than 300 million co

10、nsumers in China who use social media to obtain product information (Chiu et al., 2012). McKinsey further estimates that China’s online consumers spend more than 40% of their time on social media. A similar pattern with

11、social media has been observed in Japan, Korea, and other Asian countries. For example, KakaoTalk, Korea’s local social media service, has now more than 100 million global users, with 30 million users of its gaming app i

12、n Korea (Takahashi, 2013). The firm has been trying to achieve a dominant position of centrality as an e-commerce platform in Korea. Naver’s LINE, a service that was initiated in Japan, now has 400 million users (Cheng,

13、2014). In view of these kinds of developments, it is valuable to update our understanding of what motivates the usage of social media and how organizations will be able to make fuller use of it in the Asia region. The im

14、pactsof social media on the businesses, economies and societies in the Asia region also need to be understood in greater depth.At the same time, the development of social media, which affords extensive connectivity and e

15、asy information exchange, has also brought with it a number of issues with regard to their use, such as copyright infringement (Carpenter, 2012) and the spread of unverified information and rumors (Dube, 2010). These iss

16、ues are particularly pertinent in Asia, where institutional policies in the various countries and the region as a whole are not yet very mature. Thus, research is needed to assess the nature and characteristics of these

17、issues, and what measures can be devised to address them effectively.This essay examines the current state of research on social media in the Asia region, and especially among authors who work in the countries in this re

18、gion. We investigate a variety of issues, including user behavior involving social media, the impacts and issues associated with social media use, and future research opportunities in these areas that are likely to creat

19、e significant impacts on research and industry practices due to the new knowledge that is being produced.2. Social media use in the Asia regionWe next will discuss the characteristics of social media development and exta

20、nt research on user behavior of social media in the Asia region.http://dx.doi.org/10.1016/j.elerap.2015.02.0011567-4223/? 2015 Elsevier B.V. All rights reserved.? Corresponding author.E-mail addresses: tomlee@hanyang.ac.

21、kr (S.-Y.T. Lee), phangcw@fudan.edu.cn(C.W. (David) Phang).Electronic Commerce Research and Applications 14 (2015) 145–149Contents lists available at ScienceDirectElectronic Commerce Research and Applicationsjournal home

22、page: www.elsevier.com/locate/ecrathe capabilities of micro-blogs for sharing unique content, strengthening positive emotion, maintaining interconnectivity, and enhancing unidirectional relationships are important antece

23、- dents of this behavior. Chen et al.’s (2015) study is an exception to studies that employ survey methods to investigate social media user behavior. Their research is based on secondary data from a micro-blog platform i

24、n China. They employed probability models to predict users’ tweet and retweet behaviors, and assessed how the prediction accuracy can be enhanced.2.3. Surveying current research on the impacts of social media use in the

25、Asia regionInformation systems researchers have also assessed the com- mercial and social implications of social media. Table 2 shows a list of papers that investigate the impacts of social media in the Asia context.One

26、example is the work of Chen et al. (2013), who discovered the influence structure of users in online social networks through the application of a Bayesian model on data from China’s social media website Douban, which all

27、ows consumers to share reviews on books, movies, and music. Also using Douban data, Phang et al. (2013) investigated the kinds of online social network structure that may increase user participation and in turn promote t

28、heir ten- dency to purchase niche cultural products. They focused on books in the philosophy genre in their study. Goh et al. (2013) did empirical research that measured the differential impacts of user-generated and mar

29、keter-generated content in social media on consumer purchases in Singapore. Kim et al. (2014) analyzed the impacts of social media sentiments on stock prices in the Korean financial market. Using Twitter data, Pervin et

30、al. (2014)examined the factors that affect retweetability and found that retweetability is significantly affected by amplifiers and informa- tion starters, and these effects change substantially due to different interven

31、ing events, such as earthquakes in Japan.In the context of China, Phang et al. (2014a) presented evidence on how cultural factors play a role in the effectiveness of employ- ing banner ads and digital coupons by firms on

32、 an online review site for restaurants to influence consumer purchases. Their study found that the collectivist culture of the Chinese consumers makes them more receptive to digital coupons compared to banner ads. They l

33、ed the consumers to patronize the restaurants that offered such promotions via a social media site.Although this special issue does not include a research article in this group, this research direction seems very appeali

34、ng to scholars who use economic theory or econometrics methods. For example, Goh et al. (2013) and Kim et al. (2014) respectively used social media data for their main effects variables, and real-world impact data, such

35、as product purchases and stock prices, as their dependent variables. Since these variables typically are in times-series or panel data form, researchers need to apply econo- metric techniques that are suited to them. Thi

36、s kind of research encourages the use of econometrics methods.2.4. Surveying current research on the issues of social media use in the Asia regionThough the benefits of social media are well-recognized, issues arising fr

37、om their use should also be noted. The Asia region, where social media is widespread and well established, has become a fertile ground for research on social media issues. This is partly due to the relatively immature in

38、stitutional policies that are in place in the Asian countries and across this region. Issues that arise from the use of social media are especially important. Among the studies that have been conducted, two types of soci

39、al media issues are especially notable: copyright infringement issues; and the spread of unverified information and rumors. Table 3 presents the studies that investigate the above issues related to social media use in th

40、e Asia context.With regard to the former issue, Shi (2008) highlighted how social media exacerbate copyright issues in China given the ease of information sharing and dissemination that they afford. The author also ackno

41、wledged, however, that the positive aspect of social media lies in promoting user creativity. The author’s asser- tion is essentially this: in order to attain a balance between the two main issue areas that arise from th

42、e use of social media, the copyright regime should be re-engineered to create a permission- free mechanism. By default, this would allow any use of copyrighted work by a user, unless the owners of the copyright specifica

43、lly state different usage requirements. Dong and Jayakar (2013) noted that Baidu, China’s biggest search engine, made a decision to pay royalties for every music track that is streamed and downloaded through its online d

44、istribution platform. The authors view this as a turning point for copyright reform in China. They discussed theTable 1A list of user behavior studies involving social media in the Asia region.Authors Targeted behavior C

45、ountryChen et al.(2015)Tweets and retweets on micro-bloggingplatformsChinaChoi (2013) Continuous usage of social media KoreaChung et al.(2012)Information sharing in social media KoreaHuang et al.(2014)Use of enterprise m

46、icro-blogging ChinaJang et al. (2013) Citizenship behavior in social media, onlinefriendshipKoreaKim et al. (2012) Continuous social media use, word-of mouthintentionKoreaWang et al.(2015)Posting status updates on micro-

47、blogging ChinaWu et al. (2013) Bridging and bonding among people TaiwanZhang et al.(2013)Consumers’ product attitudes ChinaTable 2A list of studies on social media impacts in the Asia region.Authors Targeted variables Co

48、untryChen et al.(2013)Structure of online friends in social media ChinaGoh et al.(2013)Social media contents, customer purchases SingaporeKim et al.(2014)Social media sentiments, stock prices KoreaPervin et al.(2014)Retw

49、eetability JapanPhang et al.(2013)Social network structure, tendency to purchaseniche cultural productsChinaPhang et al.(2014a)Responses to banner ads, digital coupons viaconsumer review sitesChinaTable 3A list of studie

50、s involving issues of social media use in the Asia region.Authors Targeted behavior CountryAcar and Muraki(2011)Unreliable retweets during crisis events JapanBai (2012) Dynamics of rumor spreading ChinaDong and Jayakar(2

51、013)Baidu’s music settlement ChinaShi (2008) Copyright infringement, user creativity ChinaWu et al. (2015) Detection of rumors on micro-blogplatformsChinaS.-Y.T. Lee, C.W. (Phang) / Electronic Commerce Research and Appli