平台型电商声誉向平台卖家声誉的转移机制研究:基于拓展学习迁移理论的分析

A Study on the Transfer Mechanism from E-commerce Platform Reputation to Seller Reputation:Analysis Based on Extended Theory of Transfer of Learning

在平台交易过程中,买家不仅会选择高声誉卖家,而且会选择高声誉平台型电商。但是,以往研究重点关注了卖家声誉的信号效应,却忽视了平台型电商声誉的晕轮效应。为此,本文对学习迁移理论进行了拓展,并以此为理论基础,建构了平台型电商声誉向平台卖家声誉的转移机制,试图据此解构平台型电商声誉的晕轮效应。实验研究和问卷研究的结果表明:平台型电商声誉的4个维度通过不同的机制向平台卖家声誉转移,具体来说,企业认知声誉和卖方整体认知声誉分别通过平台市场制度信任和平台购物效能感向卖家认知声誉转移,企业情感声誉和卖方整体情感声誉则分别通过平台品牌认同和平台市场认同向卖家情感声誉转移;并且,平台市场制度信任和平台购物效能感在企业认知声誉向卖家认知声誉转移过程中发挥链式中介作用,平台市场认同和平台品牌认同在卖方整体情感声誉向卖家情感声誉转移过程中发挥链式中介作用。以上结论既为考察平台卖家的绩效差异提供了系统的理论框架,也为探索平台情境下的营销变革提供了崭新的研究视角,还为验证本文建构的拓展学习迁移理论架构提供了扎实的实证证据。

In the transaction process via the e-commerce platform,buyers would select not only a seller with high reputation,but also a platform with high reputation.Existing research mainly investigates the signaling effect of seller reputation,but the importance of halo effect of e-commerce platform reputation is neglected.To this end,this paper extends the theory of transfer of learning and then builds the transfer mechanism from e-commerce platform reputation to seller reputation,in order to explore the halo effect of e-commerce platform reputation.The results of laboratory experiment and survey show that four dimensions of e-commerce platform reputation transfer to seller reputation through different mechanisms.Specifically,cognitive reputation of firms can increase institutional trust,which in turn increases cognitive reputation of sellers;cognitive reputation of sellers can increase self-efficacy of buyers,which in turn increases cognitive reputation of sellers;affective reputation of firms can increase brand identification,which in turn increases affective reputation of sellers;affective reputation of sellers can increase platform identification,which in turn increases affective reputation of sellers.And also,institutional trust and self-efficacy of buyers play a chain mediating effect between cognitive reputation of firms and cognitive reputation of sellers,while platform identification and brand identification play a chain mediating effect between affective reputation of sellers and affective reputation of sellers.These conclusions provide not only a systematic theoretical framework for the analysis on difference in performance of different sellers,but also a new perspective for investigating the marketing reform in the context of the e-commerce platform,and solid empirical evidence for the extended theory of transfer of learning as well.