[雙語翻譯]外文翻譯--利用社交媒體促進亞洲電子商務研究領域和機遇

1、4500 英文單詞， 英文單詞，24500 英文字符，中文 英文字符，中文 7600 字文獻出處 文獻出處: Lee S Y T, Phang C W. Leveraging social media for electronic commerce in Asia: Research areas and opportunities[J]. Electronic Commerce Research & Applications,

2、2015, 14(3):145-149.Leveraging social media for electronic commerce in Asia: Research areas and opportunitiesSang-Yong Tom Lee, Chee Wei (David) PhangAbstractThe last decade has seen phenomenal growth of electronic comme

3、rce in Asia. An important driving force has been the parallel rise of social media, enabling pervasive interactions among consumers and between consumers and firms. This article provides an overview of the current state

4、of development of social media in Asia. We also survey the literature on social media that has been produced by authors in this region. The research covers a variety of topics and issues, including: user behavior with so

5、cial media, the impacts of social media, and the issues arising from its use. It also identifies a number of future research opportunities that fall into these areas. The Asia region is filled with high potential for pro

6、mising research regarding how social media may be leveraged for e-commerce. This article calls for more research attention to be given to social media-related e-commerce research, and the discovery of new knowledge relat

7、ed to the connections between social media and e-commerce that are unique to the Asia region.Keywords: Asia；Business and social issues；Electronic commerce；Social media；Research directions；Technology impacts；User behavior

8、1. IntroductionSocial media represents one of the most important platforms for electronic commerce. Asia is no exception in this global trend, and it has attained dramatic and high levels of growth in the use of social m

9、edia in e-commerce during the past several years. For instance, research by McKinsey has indicated that there are more than 300 million consumers in China who use social media to obtain product information (Chiu et al.,

10、2012). McKinsey further estimates that China’s online consumers spend more than 40% of their time on social media. A similar pattern with social media has been observed in Japan, Korea, and other Asian countries. For exa

11、mple, KakaoTalk, Korea’s local social media service, has now more than 100 million global users, with 30 million users of its gaming app in Korea (Takahashi, 2013). The firm has been trying to achieve a dominant position

12、 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, 2014). In view of these kinds of developments, it is valuable to update our unders

13、tanding 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 impacts of social media on the businesses, economies and societies in the Asia reg

14、ion also need to be understood in greater depth.At the same time, the development of social media, which affords extensive connectivity and easy information exchange, has also brought with it a number of issues with reg

15、ard to their use, such as copyright infringement (Carpenter, 2012) and the spread of unverified information and rumors (Dube, 2010). These issues are particularly pertinent in Asia, where institutional policies in the v

16、arious countries and the region as a whole are not yet very mature. Thus, research is needed to assess the nature and characteristics of these issues, and what measures can be devised to address them effectively.study d

17、id not cover Korea and Japan, one may guess that these countries probably have a higher preference for social media in the local languages, considering the English proficiency levels of the people in these countries (Hon

18、g, 2014).According to Yu et al. (2011), there is a big difference in the social media content shared in China, when compared to Twitter, the global social media provider. The level of social media traffic in China is alm

19、ost entirely due to retweets of media content, including jokes, images, and videos. In contrast, on Twitter, retweets of media content tend to have more to do with current global events and news. This makes it so that th

20、e platforms that are based on local languages have a basis for competitive advantage.A second key characteristic of Asian social media is that the service providers have strength in mobile social media. In fact, many Asi

21、an local platforms have their origins in the mobile market. For example, China’s WeChat, Korea’s Kakaotalk, and Japan’s LINE all were originally designed as pure mobile messaging services. Then, as mobile devices have co

22、me to possess stronger processing capabilities, messaging apps have extended the functionality of social media in beneficial ways. This has enabled richer forms of social networking and supporting new and innovative form

23、s of interactions among people.Another reason for Asia’s mobile-first strategy is that a great proportion of consumers in this region access the Internet through mobile infrastructure. Some of the advanced economies, suc

24、h as Japan, Korea, Hong Kong, and Singapore, have established fixed- line broadband infrastructure. However, other countries, especially some Southeast Asian countries, have relatively poorer infrastructures for Internet

25、 accesses. Thanks to the high penetration of mobile technologies such as 3G services in these countries, users can more easily access the Internet via their mobile devices. So the mobile-first strategies of firms have b

26、een appealing to the consumers in this region.2.2. Surveying current research on user behavior of social media in the Asia regionSocial media has become an important area of exploration for university and industry resear

27、chers interested in online technologies and their impacts on consumers and businesses. The Asia region has about half of world’s population and a similar share of social media users. Thus, social media in Asia is a good

28、research target for IS, e-commerce and technology researchers. It will be valuable to explore business and consumer behavior in the social media market, as well as the impacts of social media on businesses, society and t

29、he economy in the Asia region.Considering the fact that the history of social media is relatively short, it is not surprising to see that studies on this topic in this region are not very abundant. Since many of the earl

30、y studies are conference papers, our expectation is that the number of journal articles will increase soon. To give the reader an idea of how this area of research inquiry is developing, we categorized social media resea

31、rch studies in Asia into three groups. The first includes behavioral studies, which attempt to understand users’ behavioral characteristics in relation to social media. The second includes social media impact evaluation

32、studies. And the last involves studies on the issues arising from social media use.The behavioral studies typically survey social media users to uncover their motivation to engage in social media related activities.

33、Table 1 offers a list of behavioral studies on Asian social media. There are a number of good examples of this kind of research.One is Choi (2013), who investigated the factors that affect continuous usage of social medi