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本研究以社会网络和社会资本理论为基础,结合电子商务平台双边市场的特点,探讨了关系对中小网商绩效的影响。以往研究对这一问题的探讨多聚焦于卖家间关系对绩效的影响,对于卖家与买家之间关系的分析则存在空白。本研究将二者综合考虑,构建了在线关系对中小网商绩效影响的理论模型,并采用真实电子商务平台上采集的数据对模型进行了实证检验,为在线关系对中小网商绩效的影响这一课题提供了更为系统的阐释,加深了企业绩效研究领域对中小网商这一特殊群体的绩效影响因素相关问题的理解。同时,本研究也为中小网商管理者如何管理关系这一重要无形资产提供了建议。
Based on the theory of social network and social capital, this study explores the impact of the relationship on the performance of small and medium-sized retailers based on the characteristics of the bilateral market of e-commerce platform. In the past, the research on this issue mostly focused on the relationship between sellers and their impact on performance. There was a gap in the analysis of the relationship between sellers and buyers. This study considers the two together and constructs a theoretical model of the impact of online relationships on the performance of small and medium-sized network operators. The empirical test is conducted using the data collected on the real e-commerce platform to test the impact of online relationships on the performance of small- A topic provides a more systematic explanation, deepening the field of enterprise performance research on small and medium-sized network of special groups of business performance related factors understanding of the problem. At the same time, this study also provides suggestions for small and medium network managers how to manage the relationship between this important intangible assets.