社群網站的發展日漸成熟，然而對於如何將人群轉變為消費者，或是利用這些基礎發展商業用途的應用程式是許多社群平台企業努力的目標。傳統電子商務平台具有資訊不對稱性，消費者需要能了解產品口碑與實際情況的管道，因此具有真實性、互動性、參與性等性質的社群平台，便成了消費者能夠互相交流經驗、分享商品資訊的溝通場域。
　　本研究以騰訊為案例，藉由探討其發展電子商務的過程，分析社群平台發展電子商務的樣態及可能性。社群平台跨入電子商務領域所面臨到的困難，如何運用其社群優勢，開發出能讓跟風效應及網路效應發揮最大效用的創新產品，以達到其發展電子商務的目的。

This thesis takes Tencent as an example, by discussing the process of development of e-commerce, analyzing the patterns and possibilities of developing e-commerce as a social platform. The difficulties faced by the social platforms to enter the field of e-commerce, how to use the community advantage, apply bandwagon effects and network effects to maximize the effectiveness of innovative products, in order to achieve its aim of developing e-commerce.

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