电子商务平台上的资源依赖、关系质量和机会主义行为

发布时间：2018-03-22 20:32

本文选题：电子商务平台　切入点：资源依赖　出处：《武汉大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,国内电子商务发展迅猛,超过70%的网民加入网购大军,电子商务日益成为新的重要经济增长极。电子商务的快速发展使得网络平台企业规模日益扩大,淘宝、天猫等诸多知名电商平台巨头相继涌现。对于蓬勃发展的电子商务平台,既存在广阔的发展机遇,也面临直接的现实挑战,其中就包括平台商家的机会主义行为。鉴于机会主义行为的潜在危害和影响广泛,如何有效控制平台交易过程中的机会主义行为是学术界和实业界的重要议题。学者针对传统线下渠道机会主义行为做了大量研究,并从关系和交易两个维度探讨了机会主义行为的治理机制。不同于线下二元渠道关系,电子商务平台具有显著的双边市场特征,这种新兴的市场特征决定了电子商务平台对包括机会主义行为在内的治理机制与单边市场有所不同。此外,电子商务平台作为线上交易平台,平台商家、平台顾客与平台之间联系更加紧密,彼此行为更易于观察,更易于产生频繁的互动关系。电子商务平台更为频繁的多边互动关系会对机会主义行为产生了促进或抑制的影响。然而,既有的机会主义研究大多数仅从单边市场着手,局限于买卖双方对于机会主义行为的影响;并没有考虑或系统考虑双边市场里,在包含平台商家、平台顾客和平台三方的电子商务平台中多边互动关系的存在对机会主义行为的影响及其路径。本研究基于资源依赖理论,探索电子商务平台中资源依赖、关系质量与机会主义行为之间的内在联系。本文选取包括淘宝、天猫在内的122家电子商务平台中的平台商家为样本,运用结构方程模型进行实证检验。研究结果表明,平台商家对平台的资源依赖会影响平台商家的关系质量。具体而言,平台商家对平台资金、人才等有形资源依赖越强,平台商家越倾向于开展竞争并抑制合作;平台商家对平台知识、技术等无形资源依赖越强,平台商家越倾向于开展合作并抑制竞争。其次,本文还分析平台商家关系质量,即竞争强度和合作强度对其机会主义行为程度的影响。展开来说,随着平台商家竞争强度的加深会进一步强化其机会主义行为,而平台商家之间的合作强度加深会抑制其机会主义行为的产生。
[Abstract]:In recent years, with the rapid development of e-commerce in China, more than 70% of Internet users have joined the army of online shopping. E-commerce has increasingly become a new important economic growth pole. With the rapid development of e-commerce, the scale of network platform enterprises is expanding day by day, Taobao, Tmall and many other well-known e-commerce platform giants have emerged in succession. For the booming e-commerce platform, there are not only broad development opportunities but also direct practical challenges. These include the opportunistic behaviour of platform vendors. Given the wide range of potential hazards and implications of opportunistic behaviour, How to effectively control the opportunistic behavior in the trading process of the platform is an important issue in academia and industry. Scholars have done a lot of research on the traditional off-line channel opportunism behavior. This paper also discusses the governance mechanism of opportunistic behavior from the two dimensions of relationship and transaction. Different from the offline dual channel relationship, the E-commerce platform has remarkable bilateral market characteristics. This new market characteristic determines that the governance mechanism of e-commerce platform, including opportunistic behavior, is different from that of unilateral market. Platform customers are more closely connected to the platform, and their behavior is easier to observe. It is easier to generate frequent interactions. The more frequent multilateral interactions in e-commerce platforms have a catalytic or inhibitory effect on opportunistic behaviour. However, most of the existing opportunistic studies begin with unilateral markets. Limited to the influence of both buyers and sellers on opportunistic behavior; not considered or systematically considered in bilateral markets, in which platform vendors are included, Based on the theory of resource dependence, this study explores resource dependence in e-commerce platform. This paper selects 122 e-commerce platform vendors including Taobao and Tmall as samples and uses structural equation model to test the relationship quality and opportunistic behavior. The results show that: 1. The resource dependence of platform merchants will affect the relationship quality of platform merchants. In particular, the stronger the platform merchants depend on platform funds, talents and other tangible resources, the more inclined platform merchants are to carry out competition and restrain cooperation. The more dependent platform merchants are on intangible resources such as platform knowledge and technology, the more inclined platform merchants are to cooperate and restrain competition. Secondly, this paper also analyzes the quality of platform business relationship. That is, the influence of competition intensity and cooperation intensity on the degree of opportunistic behavior. And the cooperation intensity between the platform merchants will restrain its opportunism behavior.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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