【摘要】 网商是指持续使用互联网从事商务活动的中小企业和个体经营者,国内外在网商方面的研究还非常少.本文收集淘宝网上四千多个网商的面板数据,证实了在线口碑对社会资本和网商绩效的中介作用.统计分析结果表明,好评率对于在线口碑没有显著影响,不同的网络社交努力对在线口碑的影响程度不一,参加消费者保障计划对于改善口碑具有显著作用,实名认证对于改善口碑没有贡献.本文的理论模型联系了社会网络与在线口碑两大类文献,对于网商和互联网平台企业的管理实践有重要的启示意义.更多还原

【Abstract】 E-tailers refer to small and medium size enterprises and individual entrepreneurs doing businesses regularly on internet.At present,theoretical studies on e-tailers are very scarce.Using panel data of more than 4000 e-tailers of Taobao,it empirically validated the mediation effects of online word-of-mouth(e-WOM) on social capital and e-tailers’ business performance.Statistical results reveal that positive comment ratio doesn’t have significant influence on e-WOM;various social networking efforts affect e-WOM but in different degrees;joining in the consumer rights safeguarding plans issued by shopping platform can significantly leverage e-WOM;registering real name accounts little contribution to e-WOM.The proposed model theoretically bridges two independent streams of studies: online social capital and e-WOM,while draws implications for managerial practices of e-tailers and e-commerce platform enterprises.更多还原