摘要
入驻商户对B2C网络平台的规模化嵌入一方面推动了平台的迅速发展壮大,另一方面也引发了平台的多重嵌入风险。文章以天猫商城为例,运用扎根理论方法对收集的调研访谈数据、实地观察数据、网络爬虫数据等进行编码,提炼出B2C网络平台嵌入风险的驱动因素与生成机理,构建了风险生成理论模型。研究发现,过度竞争、入驻商户的道德风险、“赢者通吃”的网络效应是诱发B2C网络平台嵌入风险生成的情境与驱动因素,经入驻商户不当行为的中介作用,催生 “锁定失效”风险、“竞争扭曲”风险、“关系失信”风险。最后从优化平台规则、提高平台准入机制、实施监督行为、设立科学有效的声誉评价系统四个方面给出了防范B2C网络平台嵌入风险生成的对策建议。
With the rise of B2C network platform,the large-scale embedding of settled merchants in B2C network platform promotes the rapid development of the platform,but also causes multiple embedded risks of the platform.Taking Tmall as a typical example,this paper uses grounded theory to encode the interview data,field observation data,and web crawler data,extracts the driving factors and generation mechanism of B2C network platform embedded risks,and constructs a theoretical model of risk generation.The results show that excessive competition,settled merchants’ moral hazard and the network effect of “winner take all” are the situations and driving factors which induce the embedded risks of B2C network platform.Through the intermediary role of the improper behavior of the settled merchants,three kinds of risk “lock-in failure”,“competition distortion” and “relationship dishonesty” developed.On the basis of case analysis,suggestions to prevent the generation of embedded risks of B2C network platform were put forth:optimizing platform rules,improving platform access mechanism,implementing supervision behavior,and establishing a scientific and effective reputation evaluation system.
作者
王永青
包凤耐
单文涛
徐沛雷
WANG Yong-qing;BAO Feng-nai;SHAN Wen-tao;XU Pei-lei
出处
《科学决策》
CSSCI
2022年第11期41-61,共21页
Scientific Decision Making
基金
国家社科青年项目(项目编号:19CGL025)
北京工商大学首都流通业研究基地开放课题(项目编号:JD-KFKT-2020-007)
南京审计大学青年教师培育项目(项目编号:20QNPY012)
南京审计大学“数字经济”应急管理项目(项目编号:21YJGL002)。
关键词
B2C网络平台
嵌入风险
生成机理
扎根理论
B2C network platform
embedded risk
generation mechanism
grounded theory
