平台服务和物流服务对网络商家信心的影响——商家信誉的调节作用

The Effects of Platform Service and Logistics Service on Online Store Owners' Confidence

在电子商务平台中,商家日常经营所需的服务与传统零售业有所不同,主要包括平台服务和物流服务两种。商家信心决定着平台的生存发展,但尚未有文献从信心视角对平台服务和物流服务展开研究。本文使用3995位淘宝店铺经营者的调查数据,建立次序回归模型分析发现:平台服务和物流服务都对商家信心有正向影响;商家信誉具有调节作用,随着信誉等级的提高,平台服务对商家信心的影响逐渐增强;而信誉等级较低的商家信心更容易受物流服务影响。

Unlike the traditional retailing context, store owners on e-commerce platforms have to rely on services provided by the platforms as well as third-party logistics services to serve their customers. Store owners＂ confidence in their business, in general, determines their future investment decisions and also playsan important role in the long-term development of the gated the effects of the two kinds of service, platform platform. However, no current research has investi- services and logistics services, on store owners＂ con- fidence in the context of e-commerce platforms. This study aims to explore the effects of platform service and logistic service on online store owners＂ confidence, and how such effects differ for stores with different levels of reputation. To test the research model,a large-scale survey on Taobao, the largest e-commerce platform in China was carried out, and responses from 3995 store owners were collected. Based on the sur- vey data, ordered logistic model was adopted to analyze the role of platform and logistics service played on store owners＂ confidence. The results show that platform service and logistics service both have significant effects on online store owners＇ confidence. Moreover, the impact of platform service is larger for stores with higher reputation, while the impact of logistics service does not vary significantly for stores with dif- ferent levels of reputation. Also, stores with higher reputation rely on platform service more than logistics service. These findings shed some light on the practical decisions of platform managers in terms of how to distribute limited resource into platform and logistic service. The results also contribute to the literature on e-commerce platforms and online services.