电子商务运营服务外包与绩效关系的实证研究——组织学习与行业动态性的调节效应

An Empirical Analysis on E-business Operational Service Outsourcing and Performance— The Moderating Role of Organizational Learning and Industry Dynamism

传统企业向互联网转型过程中,电子商务运营服务外包已成为品牌商整合外部资源、降低电子商务运营成本,提高项目运营成功率的一种新型外包模式。基于此,文章给出了电子商务运营服务外包程度与绩效的关系模型,并把组织学习、行业动态性纳入调节变量,以158个天猫平台品牌商的运营服务外包项目为研究对象,通过回归发现增加电子商务运营服务外包程度会削弱品牌商运营绩效,组织学习可以调节外包程度对外包绩效的负向影响,行业动态性在外包程度与外包绩效之间具有复杂的交互作用。研究结论丰富了组织学习在外包研究中的理论应用,并为品牌商采纳电子商务运营服务外包决策提供理论依据。

E-commerce outsourcing, which emerges as a new outsourcing model, plays an important role for brand firms integrating outside resource, reducing e-commerce operational cost and rising successful rate of outsourced project for traditional firms during the process of transformation to internct. Based upon the organization learning, we introduce the e-business operation service outsourcing and performance model. From a survey of 158 outsourcing projects on the Tmall platform, we apphy hi- erarchical regression to find that the performance consequences of outsourcing are negative, firms＇ organizational learning miti- gates this negative effect of outsourcing, Interaction effect from industry dynamism affects the outsourcing and performance. Our results could provide novel insight into the organizational learning theory in the outsoureing domain, and provide the theo- retical guidance for brand firms to apply e-commerce outsoureing decision.