【作者】 陈丽丽；

【导师】 谢庆红；

【作者基本信息】 西南财经大学 ， 流通经济学， 2020， 硕士

【摘要】 2012年以来电子商务迅速发展,中国跃升为全球第一大网络零售国。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、京东等诸多知名电商平台巨头相继涌现,成为了网络零售的主力军。伴随着电子商务平台的蓬勃发展,平台、商家和消费者的不当行为也一直存在,尤其是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,如何有效控制平台商家的机会主义行为是学术界和实业界的重要议题。已有研究从交易和关系两个维度,对线下渠道中机会主义行为的治理做了卓有成效的研究。不同于线下渠道的二元关系,电子商务平台具有显著的双边市场特征,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。限于政府机构的信息劣势、规制执行的高昂成本,以及单个买家的弱势地位,平台方已成为时下最为重要的管理主体。平台企业常常通过两种方式管理平台商家,一方面,平台企业采取监管策略。例如监督商家的行为、设计精巧的机制,如交易评价体系、退货体系等保证产品真实性和防范交易欺诈、惩罚不良行为。另一方面,平台企业营造社区感,例如目前国内主流电商平台都为平台商家建立了社区,社区参与程度或许与商家机会主义行为之间存在联系。然而,现有研究主要以单案例研究为主,社区参与度对于平台商家行为治理的实证研究还是空白。本研究基于社会网络理论,通过对相关文献的收集整理,将电子商务平台对商家所建立的社区分为两类,即紧密耦合型社区与松散耦合型社区。探究在这两类商家社区中,社区参与度与商家机会主义行为的内在联系。分析了竞争强度、威慑感知对社区参与度与商家机会主义行为之间关系的影响。本文主要的研究问题有:(1)紧密耦合型社区参与度、松散耦合型社区参与度对商家机会主义行为有什么影响;(2)引入影响治理效果的因素:竞争强度与威慑感知,分别探讨竞争强度与威慑感知对紧密耦合型社区参与度、松散耦合型社区参与度与商家机会主义行为之间关系的影响。本研究设计问卷,对淘宝、天猫、京东、拼多多、苏宁易购、唯品会、亚马逊中国等国内主流电商平台的商家进行调查,共获得有效样本370份。运用SPSS 23.0对样本数据进行分析。研究发现:(1)紧密耦合型社区参与度负向影响商家机会主义行为,松散耦合型社区参与度负向影响商家机会主义行为;(2)竞争强度加强了紧密耦合型社区参与度对商家机会主义行为的负向影响,减弱了松散耦合型社区参与度对商家机会主义行为的负向影响;(3)威慑感知减弱了紧密耦合型社区参与度对商家机会主义行为的负向影响,对松散耦合型社区参与度与商家机会主义行为之间负向关系的影响并不显著。本研究从电商平台社区建设的角度出发,探究了社区参与度与商家机会主义行为之间的关系,并考虑了竞争强度与威慑感知对不同类型社区参与度与商家机会主义行为之间关系的影响的差异性。将机会主义行为治理的相关研究领域从二元渠道扩展至电商平台,研究视角从传统的买卖垂直关系拓展至横向网络关系,有助于建立对电子商务平台中商家机会主义行为更为系统和全面的认知。本文丰富了机会主义行为治理的研究,并为电商平台企业管理平台商家提供了理论依据。更多还原

【Abstract】 E-commerce has developed rapidly since 2012,and China has become the world’s largest online retailing market.The rapid development of e-commerce has made the scale of network platform enterprises increasingly expanding.Taobao,Tmall,JD and many other well-known e-commerce platforms have emerged one after another,becoming the main force of online retailing.However,the virtual nature of the online market has resulted in many dishonest behaviors,especially sellers’ opportunistic behaviors.Based on the potential harm and influence of opportunistic behaviors,how to effectively control the opportunistic behavior of platform sellers is an important issue in academia and practice.Scholars have done fruitful research on governance mechanism against opportunism from transactional and relational perspectives.Different from the binary relationship of offline channels,e-commerce platform has significant bilateral market characteristics,which determines distinct governance mechanisms.Due to the information disadvantage of policy makers and high cost of enforcement,and weak position of individual buyer,platform need to make effort to reduce the risk facing customers in the online environment.E-commerce platforms mainly rely on two mechanisms to regulate and prevent sellers’ opportunistic behaviors.On the one hand,platform firms have attempted to establish its own rules to regulate sellers’ behaviors.For example,supervising the behavior of sellers,designing sophisticated mechanisms to ensure product authenticity and preventing transaction fraud and punishing dishonest behaviors.On the other hand,platform creates a sense of community.The mainstream e-commerce platforms in China have established communities for platform sellers.The degree of community engagement will affect their opportunistic behaviors.However,the research on e-commerce platform is mainly based on single case study,and the empirical research on the governance of seller behaviors remains empty.Based on social network theory,this paper identified two types of the seller community established by platform firms,namely,the tightly coupled community and the loosely coupled community.We explore the influence of community engagement and opportunistic behavior,and discuss the moderating effect of competition intensity and deterrence perception.The main research questions in this paper are:(1)the impact of tightly/loosely coupled community engagement on seller opportunistic behavior,and(2)considering the factors affecting governance effectiveness,that is respectively discuss the influence of competitive intensity and deterrent perception on the relationship between tightly coupled community engagement,loosely coupled community engagement and opportunistic behavior.This paper designed a questionnaire to survey the sellers of Taobao,T-mall,JD,PDD,Suning,VIPSHOP,Amazon China and other domestic mainstream ecommerce platforms,which obtained 370 valid samples.We analyze data using SPSS 23.0 and found that:(1)engaging in both types of communities reduces seller opportunistic behaviors.(2)competitive intensity strengthens tightly coupled community engagement sellers opportunistic behavior,but weakened the negative impact of loosely coupled community engagement on sellers opportunistic behavior;(3)deterrence perception weakened the negative impact of tight community engagement on sellers opportunistic behavior,but the moderating effect on the negative relationship between loosely coupled community engagement and sellers opportunistic behavior is not significant.From the perspective of community building in the e-commerce platform,this paper explores the relationship between community engagement and sellers opportunistic behavior,and considers the impact of competition intensity and deterrence perception on the relationship between different community engagement and sellers opportunistic behavior.This paper has enriched the research on opportunistic behavior governance and provided theoretical and managerial implications for opportunism governance in electronic markets.更多还原