The Homogeneity,Cocoon Effect,and Cracking Strategies of Social Commerce Platform
As an important component of the digital economy,social commerce has huge market potential,but it is also faced with problems such as homogenization of platform development mode,leading to the formation of an information cocoon that solidifies users'self-knowledge and network information behavior.Due to the diversity of social media and the complexity of group relations,the combination of cocoon effect and social business needs to be further explored.As of March 31,2023,606 relevant documents are searched and screened,and analyzed by the social network analysis method.Among them,300 Chinese documents focus on the influence of personalized recommendation algorithms on the formation of information cocoon,while 306 English documents focus more on the relationship between information cocoon and platform and user behavior.Based on the relevant concepts of information cocoon,this paper clarifies its connotation and characteristics,and constructs the formation mechanism framework based on the analysis of the platform,algorithm and user,namely the convergence of internal and external information on social platforms leads to homogenisation of user selection,homogenisation of platform content,and homogenisation of user groups,and is continuously strengthened in the form of positive feedback,ultimately forming an information cocoon.Therefore,on the basis of the homogenisation perspective,from three levels of the subjects of government,platform,and user,the strategy of social business platform to deal with information cocoon is proposed respectively.
social commerce platformhomogeneityinformation cocoonplatform usercocoon effectplatform development mode
万方数据
维普
