【摘要】 为了探讨商家的多归属行为意愿的影响因素，聚焦于商家视角下的多归属行为意愿的影响因素及其作用机理，基于高层梯队理论、应对理论、互补性理论，构建“决策者特征—感知—行为意愿”三阶模型，深入理解商家和平台的关系，改进平台管理模式，优化平台生态系统。通过收集和分析O2O平台商家调查问卷发现：商户感知的客源流量互补性和平台功能互补性价值对其多归属行为意愿有正向影响；过渡成本和整合成本对其多归属行为意愿有负向影响；决策者的认知需求、风险规避特征也不同程度地影响其多归属意愿。更多还原

【Abstract】 This study focuses on the influencing factors and mechanisms of shops’ willingness to multi-homing from the shops’ perspectives, and constructs a third-order model of “decision-maker characteristics-perception-behavioral intention” based on upper echelon theory, coping theory, and complementarity theory, which aims at exploring the factors influencing shops’ motivations of multi-homing behavior, understanding the relationship between shops and platforms, improving platform management and optimizing platform ecosystems. Through collecting and analyzing O2O platform shops’ questionnaires, the results show that: Shops’ perceived value of the complementarity of customer traffic and platform function has a positive impact on their willingness to multi-homing; Transition cost and integration cost have a negative impact on shops’ willingness to multi-homing; Decision makers’ cognitive need and risk avoidance characteristics also affect their willingness to multi-homing to varying degrees.更多还原