随着在线社交网络和在线购物的发展,传统电子商务模式正在向社会化商务转变,消费者决策变得越来越相互依赖。本文从在线消费者网络,基于消费者网络的产品扩散、电商变革等方面对在线消费者网络驱动下的产品扩散研究进行述评。认为未来研究应关注消费者网络产品扩散的影响因素,新兴模式及中国情境下的消费者行为,消费者网络行为涌现及供应链协调,以及考虑消费者网络效应下的平台间竞争问题。

With the development of online social network and online business, the traditional e-commerce model is transform into social commerce, and the consumer decision-making is become interdependent. This paper reviews the literature related to the field of online consumer network, network-based consumer product diffusion, and e-commerce revolution. This paper suggest that future research should focus on products diffusion model construction , new business model and consumer behavior in Chinese context, the emergence of consumers network behavior and supply chain coordination, as well as competition between platforms.

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中国工程院信息与电子工程部咨询研究项目：大数据时代的云计算与信息服务业发展(2013-XX-03)