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中文摘要：
网络中广泛存在的虚拟社区为人们提供了交流与共享的虚拟空间，在虚拟社区成员间的互动与沟通过程中，将形成一种非实物资本一一社会资本。社会资本理论从三个维度上对此进行了阐释：结构维度、关系维度和认知维度。在社会化营销迅速发展的今天，虚拟社区中的社会资本也逐渐彰显出其商业价值。本文将结合社会资本理论与广义虚拟经济相关理论，以网络团购为例，对虚拟社区中社会资本对商品价值和交易活动的影响进行分析。
英文摘要：
Virtual communities, which widely exist on the internet, provide cyber spaces for communications and sharing among people. The interaction between community members generates a kind of virtual capital--social capital. In social capital theory, social capital is explained from three aspects： structural, relational, and cognitive capital. Nowadays, the booming of social commerce has put increasing social value on the social capital in virtual communities. In this research, we will adopt social capital theory and theories in generalized fictitious economy to analyze the impact of social capital in virtual communities on commodity value and trade. Online group buying will be cited as a prominent example.
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