复杂制度环境下网上药店对经营平台的选择策略研究

Selection Strategy of Online Pharmacies Toward Business Platforms Under Institutional Complexity

目的探讨复杂制度环境下网上药店选择经营平台的策略。方法以制度逻辑理论为依据,分别从社会层面和场域层面分析制度复杂性与网上药店行为的关系,包括网上药店对制度复杂性的回应,以及制度复杂性影响网上药店平台选择的路径。根据平台的制度变化对网上药店自由裁量权的影响,构建复杂制度环境下网上药店对平台的选择模型,进而提出网上药店在被动选择及主动选择阶段内的行为策略。结果平台拥有的重要资源越多,网上药店选择该平台的可能性越高。当所需的资源仅能从特定的平台获取时,会产生网上药店被动选择某些平台的现象,自由裁量权受到制约;反之,网上药店会倾向于主动选择多个平台,以缓解制度制约并恢复自由裁量权,从而产生在不同平台间的多归属行为。结论被动选择阶段内的网上药店,应最大限度地利用平台的网络外部性获取尽可能多的资源,同时实施差异化的经营策略;主动选择阶段内的网上药店,应衡量不同平台的收益和交易成本间的关系,根据平台特点和自身情况选择相应经营策略。

Objective To investigate the selection strategy of online pharmacies toward business platforms under institutional complexity.Methods Based on the theory of institutional logic,the relationship between institutional complexity and the behavior of online pharmacies was analyzed from the societal and field levels,including the response of online pharmacies to institutional complexity and the path of institutional complexity affecting the platform selection of online pharmacies.According to the influence of the institutional change of the platform on the discretion of online pharmacies,the selection model of online pharmacies toward business platforms under institutional complexity was established to put forward the behavior strategies of online pharmacies in the passive selection and active selection stages.Results The more required resources the platform had,the more likely that online pharmacies would choose it.When the required resources could only be obtained from certain platforms,online pharmacies would passively choose these platforms,and their discretion would be restricted.On the contrary,online pharmacies tended to actively choose multiple platforms to ease institutional constraints and recover discretion,which resulted in multi-homing behavior between different platforms.Conclusion Online pharmacies in the passive selection stage should make full use of the network externalities of platforms to require as many resources as possible,and implement differentiated management strategies at the same time.Online pharmacies in active selection stage should balance the relationship between profits and transaction costs between different platforms,and choose the corresponding business strategies according to the characteristics of the platform and its own situation.