摘要
本文探讨了事前控制策略与事后救济策略对平台型电商企业声誉的影响及消费者信任的中介作用,并在此基础上考察了产品类型对于事前控制策略与事后救济策略互补效应和替代效应的调节作用。研究一探究了事前控制与事后救济对平台型电商企业认知声誉的影响以及能力信任的中介作用,实验数据表明,与采用事后救济相比,平台型电商企业采用事前控制更能提升认知声誉,且能力信任在两者之间起到了中介作用。研究二探究了事前控制与事后救济对平台型电商企业情感声誉的影响及善意信任的中介作用,实验数据表明,与采用事前控制相比,平台型电商企业采用事后救济更能提升情感声誉,且善意信任在两者之间起到了中介作用。研究三探究了产品类型对于事前控制与事后救济策略互补效应和替代效应的调节作用,实验数据表明,当消费者购买体验品时,事前控制与事后救济对平台型电商企业声誉的影响呈互补作用;当消费者购买搜寻品时,事前控制与事后救济对平台型电商企业声誉的影响呈替代作用。
Applying e-commerce platform to purchase goods is increasingly popular in consumers'daily practices,but owing to the opportunistic behaviors of platform sellers and the huge risks of online transactions,the problems such as trading disputes and counterfeiting are prevalent.Previous studies have paid less attention to the role of prior-control strategy and post-relief strategy on governance for platform transaction.This research explores the role of prior-control strategy and post-relief strategy on the reputation of e-commerce platform and the mediating role of trust,and examines the moderating effect of product type on the complementary effect or substitution effect of prior-control strategy and post-relief strat-egy on the reputation of e-commerce platform.Specially,study 1 explores the role of prior-control strategy and post-relief strategy on the cognitive reputation of e-commerce platform and the mediating role of competence trust.The empirical results show that prior-control strategy has a significantly positive impact upon the cognitive reputation of e-commerce platform compared with post-relief strategy and competence trust plays a mediating role between e-commerce platform management strategy and cognitive reputation.Study 2 explores the role of prior-control strategy and post-relief strategy on the affective reputation of e-commerce platform and the mediating role of goodwill trust.The empirical results show that post-relief strategy has a significantly positive impact upon the affective reputation of e-commerce platform compared with prior-control strategy and goodwill trust plays a mediating role between e-commerce plat-form management strategy and the affective reputation of e-com-merce platform.Study 3explores the moderating effect of product type on the complementary effect or substitution effect of prior-control strategy and post-relief strategy on the reputation of e-commerce platform.The empirical results show that when consumers buy experience goods,prior-control strategy and post-relief strategy have a complementary effect on the reputation of e-commerce platform and when consumers purchase search goods,prior-control strategy and post-relief strategy have a substitution effect on the reputation of e-commerce platform.
作者
汪旭晖
王东明
WangXuhui;Wang Dongming(School of Business Administration,Dongbei University of Finanee and Economies)
出处
《南开管理评论》
CSSCI
北大核心
2018年第6期67-82,共16页
Nankai Business Review
基金
国家自然科学基金项目(71672026
71272050)资助
关键词
事前控制
事后救济
平台型电商企业声誉
平台型电商治理
互补与替代
Prior-control
Post-relief
The Reputation of E-commerce Platform
Governance in E-commerce Platform
Complementation and Substitution
