平台型电子商务集聚机制研究

【作者】 付媛；

【导师】 张晓明；

【作者基本信息】 西北大学 ， 企业管理， 2013， 博士

【摘要】 自1995年电子商务概念引入我国之后,随着互联网基础设施的不断发展与完善,电子商务得到了迅猛地发展,并逐渐成为推动整个社会经济加速发展的重要力量。在我国电子商务发展的过程中,网络零售呈现鲜明的平台型电子商务集聚化特征。然而目前鲜有集聚理论在电子商务领域的拓展研究。传统的集聚理论在平台型电子商务集聚中是否仍然适用?哪些因素将对平台型电子商务集聚产生影响?如何促进平台型电子商务集聚,推动平台型电子商务集聚良性发展?这些问题不仅是学者们关心的问题,更为平台型电子商务网站企业所关心,同时也关系着我国未来网络经济的发展。本文基于电子商务高速发展的背景下,以我国平台型电子商务集聚为主要研究对象,首先,针对平台型电子商务不同主体,结合自上而下的理论分析以及自下而上的扎根分析,构建理论模型,通过实证分析,确定在网络特殊环境下,不同集聚主体在平台型电子商务网站集聚意愿的影响因素；其次,根据不同集聚主体集聚意愿的影响因素以及每一类主体集聚趋势,分析集聚各主体间的相互作用机理及集聚的内部作用机制；第三,根据平台型电子商务集聚特征,基于商业生态系统视角,构建平台型电子商务集聚演变趋势模型,分析不同条件作用下的集聚演变规律；最后,针对平台型电子商务集聚过程中各主体间协同过程中存在的问题,设计合理的集聚协调机制。本研究发现：(一)网络消费者感知的搜索成本的降低、网络消费者感知的商品价值、网络消费者感知的服务质量、网络消费者感知的平台口碑以及网络消费者感知的商户组合均对网络消费者平台型电子商务集聚意愿具有显著的正向影响。但网络消费者感知的服务质量的四个维度中网络消费者感知的客户服务质量对其平台型电子商务集聚意愿具有显著地正向影响,而网络消费者感知的网站设计质量、网站可靠性以及网站安全性对网络消费者的平台型电子商务集聚意愿的正向影响作用均不显著。同时网络消费者感知的商品价值的两个维度中,网络消费者感知的商品个人内部感知价值维度对其平台型电子商务集聚意愿具有显著的正向影响,而网络消费者感知商品的社会价值对于网络消费者平台型电子商务集聚意愿的正向影响作用不显著。(二)网络零售商感知的网络消费者聚集程度、网络零售商感知的成本的降低以及网络零售商感知的服务质量对网络零售商平台型电子商务集聚意愿具有显著地正向影响作用；网络零售商感知的市场拥挤对其平台型电子商务集聚意愿具有显著地负向影响。在所有主假设中,网络零售商感知的知识溢出对其集聚意愿的正向影响作用未得到支持。同时,进一步研究发现,网络零售商感知的服务质量的三个维度中,网络零售商感知的平台网站的决策支持质量与任务支持质量两个维度对于其集聚意愿的正向影响均得到支持,但感知的平台网站界面质量维度对其集聚意愿的正向影响并不显著,该子假设未得到支持。(三)第三方物流服务提供商感知的平台网站商品交易量、第三方物流服务提供商感知的知识溢出以及第三方物流服务提供商感知的交易成本的降低均对第三方物流服务提供商平台型电子商务集聚意愿具有显著地正向影响。第三方物流服务提供商感知的市场拥挤对其集聚意愿具有显著的负向影响。(四)本研究以商业生态系统视角,分析了平台型电子商务各集聚主体(各类种群)集聚的增长模式。分析结果表明,网络消费者种群增长模型为与密度无关的“J”型指数增长模型；网络零售商及支持服务提供商种群增长模型为与密度有关的“S”型Logistic增长模型。其中,网络消费者集聚意愿的所有影响因素将通过影响网络消费者种群增长模型中的种群瞬时增长率而影响增长曲线的形态：网络零售商集聚意愿影响因素中的网络零售商感知的成本降低、网络零售商感知的网站决策支持质量以及网络零售商感知的网站任务支持质量,将通过影响网络零售商种群增长模型中的种群瞬时增长率而影响增长曲线的形态,消费者集聚规模则影响了该模型中的最大环境容量值；第三方支持服务提供商意愿影响因素中的第三方支持服务提供商感知的交易成本的降低以及知识溢出,将通过影响第三方支持服务提供商种群增长模型中的种群瞬时增长率来影响增长曲线的形态,模型中的最大环境容量则受到网络消费者的集聚规模与网络零售商集聚规模的共同作用。(五)平台型电子商务集聚将存在以下四种演变趋势：第一,当网络消费者种群瞬时增长率为零时,平台型电子商务集聚体增长曲线将与其他常规集聚相同,沿着Logistic描述轨迹呈“S”型演变趋势；第二,当网络消费者种群瞬时增长率为负值时,平台型电子商务集聚将呈现短期的规模递增后迅速降低,直至集聚体瓦解的恶性演变趋势；第三,当网络消费者种群瞬时增长率为正,且大于网络零售商瞬时增长率时,平台型电子商务集聚体增长曲线将呈现与密度无关增长模型特征,增长轨迹表现为“J”型良性演变趋势：第四,当网络消费者种群瞬时增长率为正,且小于网络零售商瞬时增长率时,平台型电子商务集聚体增长曲线将呈现出无上界的“S”型良性演变趋势。(六)网络环境下的平台型电子商务活动需要多个主体协同实现,因此,各类主体从自身利益最大化角度出发将会存在“投机者短期获利行为”、“间接服务过程中的道德风险”等问题,同时由于网络虚拟特性还可能会出现“非主观意愿的销售失败”现象。可以通过平台型电子商务生态系统内部互利共生的第三方强势物种发挥其规则制定作用,形成合理的协调机制；或在平台型电子商务生态系统中引入新物种,对侵害的损失进行补偿并从中获得收益而达到新的平衡,形成受侵害物种与新物种之间的互利共生关系,促进平台型电子商务集聚的良性协调发展。更多还原

【Abstract】 As the conception of e-commerce introduced to China in1995, the e-commerce in China has developed rapidly and has become an important force of the social economy along with the continuous development of the Internet infrastructure. In the process of development of e-commerce, the online retail presents distinct characteristic of cluster. However, there are few researches using the theory of cluster in the field of e-commerce. Is the traditional cluster theory still applicable? What factors will affect the cluster? How to promote the healthy development of platform-type e-commerce? These problems are not only concerned by scholars and the enterprise of platform-type e-commerce websites, but also influenced the development of the Chinese network economy.In this research, the main object is the cluster of Chinese platform-type e-commerce. First, concerning the different subjects of the platform-type e-commerce, we build up the theoretical models by the methods of grounded data analysis and theoretical analysis. Then we searched for the factors which could affect the clustered willing of different subjects who participating the platform-type e-commerce with the method of empirical analysis. Secondly, according to the affecting factors of those different subjects, this research analyzed the interaction mechanism of the subjects and the mechanism of cluster. Thirdly, from the business ecosystem approach, this research built up the tendency model of the platform-type e-commerce basing on the clustering features of the platform-type e-commerce, and analyzed the different evolution pattern of it with different conditions. Finally, this research designed the proper coordination mechanisms to resolve the problems of the platform-type e-commerce cluster.The research found that:(1) search costs reduction, the value of the goods, the quality of service, the reputation of the platform website and the business combination that were perceived by the online consumers, had positive impact on their cluster willingness. However, the factors such as the expected the customer service quality, the influence caused by website design quality, reliability and safety of the website are not significant at all. While the two dimensions of the goods value, the goods value personal perceived have a significant positive impact to the cluster willingness, but the positive effect of the dimension of social value of goods was not significant.(2) the scale of cluster of online consumers, the reduction of the cost, service quality perceived by the online retailers, had positive impact on their cluster willingness. The overcrowded market perceived by online retailers had negative effect on their cluster willingness. In additional, among the three dimensions of service quality, both decision support quality and task support quality had positive effects on the cluster willingness of online retailers, but the effects caused by the interface quality of the platform-type website which online retailers perceived was not significant.(3) Trading volume on the platform-type website, the knowledge spillover and the reduction in transaction costs that were perceived by third-party logistics service providers, had positive impact on their cluster willingness. The overcrowded market perceived by third-party logistics service providers had negative effect on their cluster willingness.(4) This study analyzed the cluster growth model of the different subjects participating in the platform-type e-commerce by the perspective of business ecosystem. The results show that the growth model of the online consumers group is exponential growth model which is density-independent, like ’J’. The growth model of the online retailers group is’ Logistic1growth model which is density-dependent, like’S’. All factors that affected the cluster willingness of online consumers would impact the growth curve shaped by the instantaneous growth rate of the online consumers’growth model. The reduction of the cost, decision support quality and tasks support quality perceived by online retailers, would impact the growth curve shaped by the instantaneous growth rate of the online retailers and the scale of cluster of online consumers would impact the maximum environmental capacity of this model. The knowledge spillover and the reduction in transaction costs that were perceived by third-party logistics service providers would impact the growth curve shaped by the instantaneous growth rate of third-party logistics service providers. The environmental capacity of this model is limited by the scale of both online consumers and online retailers.(5) There are four possible trends of the cluster of platform-type e-commerce. First, when the instantaneous growth rate of the online consumers group is zero, the curve of the growth model of platform-type e-commerce cluster is the same as the’Logistic’ model like’S’. Second, when the instantaneous growth rate of the online consumers group is less than zero, the cluster would present a short-term decrease and then ascend rapidly till it disintegrate. Third, when the instantaneous growth rate of the online consumers group is positive and higher than online retailers’the curve of the growth model of platform-type, the e-commerce cluster is the same as the density-independent, like’J’.Fourth, when the instantaneous growth rate of the online consumers group is positive and lower than online retailers’the curve of the growth model, the platform-type e-commerce cluster would be a unbounded growth curve and appeared in the "S" type evolution trend.(6) The platform-type e-commerce required the collaboration of different subjects. Each subject would concern its own benefit. So the speculation and the moral risk would be problems. In addition, due to the virtual characteristics of network, the failure of selling without subjective intention is also a problem. We could design the proper coordination mechanisms by the third-party strong symbiotic within the ecosystem of platform-type e-commerce to play its rule-making role. We could also introduce a new species in ecosystems of platform-type e-commerce, which would gain profit from compensating the damage of infringement to achieve a new equilibrium, and built up a mutually beneficial symbiosis between the infringement species and the new species. That would promote the healthy and coordinated development of the platform-type e-commerce cluster.更多还原