电子商务平台吸附能力的影响机制研究——平台柔性和控制机制的交互效应

Effect of e-business platform attractive capabilities: The interaction of effects of platform flexibility and control mechanisms

平台型电子商务已经成为未来经济发展的主要推动力,如何构建并应用这种平台商务模式已经成为企业管理者普遍关心的问题.然而现有文献对电子商务平台的研究还比较少,主要基于平台主体的案例研究,缺乏从平台商家角度对如何形成电子商务平台的吸附力并激发网络效应的实证检验.基于模块系统理论和控制机制的相关文献,提出了平台柔性、平台控制、以及二者交互作用对平台吸附能力的影响模型.通过对185家平台参与企业的实证研究,研究结果显示平台柔性、正式控制、和关系控制均显著影响电子商务平台吸附能力;另外,平台柔性和正式控制对电子商务平台吸附能力的形成存在替代效应,平台柔性和关系控制对电子商务平台吸附能力的形成存在互补效应,正式控制和关系控制对电子商务平台吸附能力也存在互补效应.研究发现,对于模块系统理论和控制机制的应用情景进行了扩展和延伸,也为电子商务平台的管理者提供了有益的建议.

E-business platforms have become a major driver for future economic development.However,only a few literatures focus on e-business platform,particularly the empirical research on generation of attractive capabilities of e-business platforms.Based on modular systems theory and related literatures on control mechanisms,this paper models how platform flexibility,platform control,and interaction of platform flexibility and platform control affect the attractive capabilities from the platform-retailers＇ perspective.Through an empirical study of 185 firms,this paper finds that platform flexibility,formal control,and relational control positively affect the attractive capabilities.In addition,platform flexibility and formal control are substitutes in their effect on platform attractive capabilities,and platform flexibility and relational control are complements in their effect on platform attractive capabilities.The complementary effect of formal control and relational control is also confirmed.Our results extends the application of modular systems theory and control mechanisms,and also provide useful suggestions to e-business platform managers.