平台企业社会责任感知会激励用户参与平台治理吗?——基于网络效应的边界条件与反思

Will Perception of Platform Corporate Social Responsibility Encourage Users to Participate in Platform Governance?—Boundary Condition and Reflection Based on Network Effect

本文基于655份双边用户数据,考察平台企业社会责任感知对双边用户参与平台治理的影响作用,并验证用户网络效应对平台社会责任感知与平台治理之间关系的调节效应。研究结果显示:第一,平台企业社会责任感知对双边用户参与平台治理具有显著的促进效应;第二,用户对平台的信任在该过程中发挥中介效应,且关系信任维度上的中介效应强于计算信任维度;第三,用户网络效应在上述影响中具有显著的正向调节效应,且同边网络效应的调节作用较跨边调节效应更为明显。本文的研究发现从社会责任感知视角为平台治理提供新的解释框架与政策启示。

The continued breakthroughs in the new round of digital intelligence technology leads to a transformation of both technological and economic paradigms.The rise of digital,sharing,and platform economies gives birth to new economic forms.In this context,platform companies,as the most significant organizational carrier of the platform economy at the micro-organization level,drive the continuous development of the digital economy.The existing research mainly concerns the focus,model,and mechanism of platform governance,and makes a theoretical exploration of platform corporate social responsibility and its governance mechanism.Therefore,using data from 655 bilateral users,this paper investigates the impact of users’perception of platform corporate social responsibility on their participation in platform governance.Furthermore,it examines the mediating effect of user computational trust and relational trust in platform corporate social responsibility perception and user participation.Then,it verifies the moderating role of user network effects in platform corporate social responsibility perception and platform governance.The findings indicate that platform corporate social responsibility perception significantly promotes the participation of bilateral users in platform governance.Additionally,users’trust in the platform plays a mediating role,which is stronger in the relational trust dimension than in the computational trust dimension.Moreover,the user network effect has a significant positive moderating impact on the above factors,which is more obvious for same-side networks than cross-side networks.This paper may have practical implications for platform companies and the government.Specifically,for platform companies,it is necessary to recognize the impact of their social responsibility perception on bilateral users’willingness to participate in platform governance,and strengthen the importance of their social responsibility to different stakeholders.Furthermore,they should pay attention to the same-side and cross-side network effects on bilateral users’participation in platform governance,and establish a robust platform governance mechanism that includes bilateral users as one of the platform governance subjects.For the government,it is necessary to gradually empower users with the right to participate in platform governance to better form a multiple embedded situation of regulation,user,and individual governance of platform companies.Additionally,it should provide a good public governance platform for users to participate in governance,and promote the healthy and sustainable development of platform companies and the platform economy.This can be achieved by constructing a public governance platform oriented to platform governance.