初创期网络平台企业风险评价及防控对策研究——平台风险感知的中介作用

Research on Risk Evaluation and Prevention Countermeasures of Network Platform Enterprises in the Initial Stage——The Intermediary Role of Platform Risk Perception

随着移动互联网红利进入瓶颈期和国家监管政策日益精准和完善,初创期网络平台企业所处的市场环境越来越不确定,表现出高速发展和高死亡率并存的特征。基于初创期网络平台企业注重资源整合、连接多方群体、网络效应等特征,以风险因素为自变量,平台风险感知为中介变量,平台绩效为因变量,构建结构方程模型。226份调查问卷的结果分析表明:风险因素(平台资源风险因素、商业模式风险因素、双边用户风险因素)显著负向影响初创期网络平台企业绩效;平台风险感知在各风险因素和平台企业绩效之间均具有部分中介作用。初创期网络平台企业发展应从关注产品归属、单边市场等传统逻辑理念,转向关注资源获取、平台模式设计、双边用户规模等主导理念。

With the mobile internet dividend entering the bottleneck period and the increasingly accurate and perfect national regulatory policies,the market environment of network platform enterprises in the start-up period is becoming more and more uncertain,showing the characteristics of high-speed development and high mortality.Based on the characteristics of network platform enterprises in the start-up stage,such as resource integration,connecting multi-party groups and network effect,this paper constructs a structural equation model with risk factors as independent variables,platform risk perception as intermediary variables and platform performance as dependent variables.The results of 226 questionnaires show that:risk factors(platform resource risk factors,business model risk factors,bilateral user risk factors)significantly negatively affect the performance of network platform enterprises in the initial stage;platform risk perception plays a partial intermediary role between various risk factors and platform enterprise performance.In the initial stage,the development of network platform enterprises should focus on the traditional logical concepts such as product ownership and unilateral market,and turn to the leading concepts such as platform resource acquisition,platform model design and bilateral user scale.