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| 文章编号：1672-3104(2020)02-0142-09 |
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流行的买手：境外代购的实践生成及归因透视 |
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刘凯强1,2，范和生2,3 |
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（1. 安徽大学法学院，安徽合肥，230601；
2. 安徽大学社会与政治学院，安徽合肥，230601；
3. 安徽大学创新发展战略研究院，安徽合肥，230601） |
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| 摘 要： 适逢市场经济方兴未艾和消费时空无边界性地拓展，境外代购作为满足人们跨地域购物愿景的新兴中介，其发展历程经由稀缺商品的单一性获取到对“高档奢侈品”“高质量品牌”和“价格优势产品”等多元化的追求。与之相适应，代购平台在最初“熟人帮忙”的基础上衍生出跨境电商(B2C)和职业买手(C2C)等渠道。鉴于代购流程表现的全球性、非现货性、弱障碍性和维权失范性等特征，尝试从“身份诱惑”和“利益表达”的个体内生逻辑驱动、“网络抽离化机制”和“新经济伦理”的外部因素助推、“资本禀赋”与“成本优势”的力量蓄能等三大维度出发，探讨代购“热化”趋势的多方成因，以实现消费者理性支出与感性需求的有机统一。 |
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| 关键词： 流行买手；境外代购；实践表征；成因透视 |
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Popular buyer: Practice generation and attribution perspective of overseas purchasing-agency |
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LIU Kaiqiang1,2, FAN Hesheng2,3 |
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（1. School of Law, Anhui University, Hefei 230601, China;
2. School of Sociology and Politics, Anhui University, Hefei 230601, China;
3. School of Insititute of R & D Strategy, Anhui University, Hefei 230601, China） |
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| Abstract: With the market economy flourishing and boundless consumption extending in both time and space, overseas purchasing-agency, as a newly emerging agency to meet people's shopping demand across regions, has undergone its development stages from its initial scarce commodity single access to nowaday multi-dimensional pursuit of “high-quality luxury”, “high-quality brands” and “price-advantage products.” In accordance with such demand, the purchasing-agency platform extends from its initial purpose of helping the acquainted to cross-border multi-channels such as B-C (Business-to-Consumer) and C-C (Consumer-to-Consumer). Given such traits of that purchasing-agency process such as universality, non-spot nature, weak barrier and anomie of protection rights, the study attempts to start from the three main dimensions of individual internal logic drive of identity temptation and benefit expression, external booster of network isolation mechanism and new economy ethics, and energy storage of capital talent and cost advantage, and explore the multi-factors in the formation of the heated tendency of purchasing-agency in order to realize the organic unity between consumers' rational expenditure and emotional needs. |
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Key words: popular buyer; overseas purchasing-agency; practical representation; reason of perspective |
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