中文摘要：

在社交媒体技术不断发展、电子商务配套环境逐渐完善的趋势下,社交媒体与电子商务互相融合的社会化商务正蓬勃兴起,商业模式创新层出不穷,相应地,社会化商务的相关理论还有待于实践的进一步检验。顾客参与是社会化商务活动的重要特征。通过对顾客参与创新行为的动机及作用分析,有利于引导社会化商务的商业模式创新方向;基于顾客参与的创新特征及其对服务创新的积极作用,深入探讨顾客参与如何形成顾客知识的异质性和转移性则有利于深层次创新商业模式。立足此框架对研究现状进行分析的基础上,提出了基于顾客参与的社会化商务商业模式创新的主要研究趋势及方向。

英文摘要：

With the development of social media technology and the improvement of e-commerce supporting environment,social commerce which is the convergence of social media and e-commerce is booming. Business model innovation is emerging and the related theory needs further test in practice. As customer participation is an important characteristic of social commerce,through the analysis of the motivation and the role of customer participationinto innovation,it will help guide the direction of business model innovation of social commerce. In view of the innovation feature of customer participation and its positive role in service innovation,a deep probe is made into the issue how customer participation formsthe heterogeneity and the transitivityof customer knowledge,which is conducive to deep innovation of business model. Based on that framework and the analysis of current research status,this paper demonstrates the research trend and direction for business model innovation of social commerce based on customer participation.