OEM企业原材料供应商信息披露与消费者购买意愿——产品涉入度和平台制度有效性的调节效应

Information Disclosure of Raw Material Suppliers of OEM Enterprises and Consumers’Purchase Intention:Moderating Effect of Product Involvement and Platform Institutional Effectiveness

本文以中国OEM企业借助C2M电商平台开发自主品牌产品为背景,基于线索利用理论,采用情境实验法探讨OEM企业选用知名供应商提供的优质原材料并披露该信息对消费者购买意愿的影响,以及产品涉入度和平台制度有效性的调节效应。研究结果显示,在开发自主品牌产品过程中,OEM企业选用知名供应商提供的优质原材料并披露该信息,能够有效克服因缺乏消费者认知而导致的转型障碍,从而强化消费者对其自主品牌产品的购买意愿。同时,这种营销策略的效果会因产品涉入度和平台制度有效性的不同而有所差异。本文不仅为价值链升级研究提供了新视角,而且为中国OEM企业开发自主品牌产品和开拓终端消费市场提供了新思路。

With the development of digital technology,some e‐commerce platforms,through the C2M model,assist OEM enterprises in developing proprietary brand products and exploring the terminal consumer market.Nevertheless,in the e‐commerce market,consumers often rely on cues such as seller reputation,brand recognition,and product sales to assess product quality.For OEM enterprises,these quality cues are precisely what they lack,and overcoming the transformation barriers caused by the lack of consumer recognition has become critical.In business practice,some OEM enterprises actively promote to consumers that their products use high‐quality materials supplied by well‐known suppliers to eliminate transformation barriers due to inadequate consumer recognition.However,existing literature pays insufficient attention to this issue,which has become a significant theoretical gap that needs to be addressed.This paper,against the backdrop of Chinese OEM enterprises developing proprietary brand products through C2M e‐commerce platforms,uses the cue utilization theory and situational experiments to explore the impact of OEM enterprises’use of high‐quality materials supplied by well‐known suppliers and the disclosure of this information on consumer purchase intention,as well as the moderating effects of product involvement and platform institutional effectiveness.The research results indicate that,OEM enterprises’selection and disclosure of high‐quality materials from well‐known suppliers can effectively overcome the transformation barriers caused by the lack of consumer recognition,thereby enhancing consumers’purchase intention for their proprietary brand products.At the same time,the effectiveness of this marketing strategy varies with the level of product involvement and the effectiveness of platform institutions.The contributions of this paper are mainly reflected in two aspects.On the one hand,it investigates the impact of OEM enterprises’use and disclosure of high‐quality materials from well‐known suppliers on consumers’purchase intention,enriching literature on value chain upgrades.The strategy of using and disclosing high‐quality materials from well‐known suppliers can effectively overcome the transformation barriers caused by insufficient consumer recognition,providing a new perspective for the strategic transformation of OEM enterprises.On the other hand,this paper explores the boundary conditions of the impact of OEM enterprises’disclosure of material supplier information on consumer purchase decisions.The paper not only offers a new perspective for research on value chain upgrades but also contributes new ideas for OEM enterprises to develop proprietary brand products and expand the terminal consumer market.