平台型电商的声誉分享机制与责任追索策略：基于平台企业与平台卖家互动视角

E-commerce platform has become the hard core in e-marketplace, and a good reputation becomes one of the key ways for it to establish competitive advantage. Platform enterprise and its sellers create reputation together and share it jointly as well. This inherent interaction determines the dual structure of e-commerce platform reputation consisting of corporate reputation and market reputation, coupling characteristics between individual reputation and collective reputation, which imposes higher requirements on platform enterprise to build an innovative reputation management model. Based on the interactive perspective of platform enterprise and its sellers, this project employs an integrated use of many research methods, such as focus group interview, netnography, questionnaire, experimentation, mathematic modeling, and case study, to explore the reputation sharing, reputation damage, and recourse liability, on the basis of defined connotation, structure and measures of e-commerce platform reputation. Finally, a systematic reputation management model is built. The conclusion of this project is expected to make new contributions for theory intension of corporate reputation, the existing literatures of reputation sharing including reputation transfer and reputation spillover, and collective reputation research by expanding them to open internet environment from closed alliance environment. And also, this project is expected to provide legitimacy for platform enterprise to regulate its sellers and valuable advice to improve market competiveness of the whole ecosystem.

平台型电商成为电子商务市场的中坚力量，如何塑造良好的声誉成为建立竞争优势的关键路径。平台企业与平台卖家既存在声誉价值共创，也存在声誉价值共享，内在的互动关系决定了平台型电商声誉具备“企业声誉—市场声誉”双元结构与“个体声誉—集体声誉”耦合特征，这对平台型电商声誉管理模式的创新发展提出了更高的要求。本项目基于平台企业与平台卖家互动视角，综合采用焦点小组访谈、网络志、问卷调查、实验法、建模分析、案例研究等方法，在厘清平台型电商声誉的概念、结构及测量构件基础上，探索平台型电商的“声誉分享—声誉破坏—责任追索”，最终构建系统的声誉管理模式。本项目有助于拓展企业声誉的理论内涵，进一步丰富声誉转移、声誉溢出等声誉分享理论，并将集体声誉研究从封闭的联盟情境延伸到开放的互联网情境，具有重要的理论意义，还为平台企业管理平台卖家提供合法性基础，继而为提升平台型电商生态系统整体竞争力提供有价值的对策建议。

平台型电商成为电子商务市场的中坚力量，如何塑造良好的声誉成为建立竞争优势的关键路径。平台企业与平台卖家既存在声誉价值共创，也存在声誉价值共享，内在的互动关系决定了平台型电商声誉具备“企业声誉—市场声誉”双元结构与“个体声誉—集体声誉”耦合特征，这对平台型电商声誉管理模式的创新发展提出了更高的要求。. 但是，现有研究鲜少关注平台企业和平台卖家的双元视角，对平台型电商声誉分享和破坏机制的认识尚存在不足，对违规卖家的责任界定也不够清晰，导致尚未构建出一套行之有效的平台型电商声誉管理模式。鉴于此，本项目基于平台企业与平台卖家互动视角，对eBay、阿里、京东、拼多多、唯品会、小红书等具有代表性的平台企业，及其卖家用户和买家用户展开调研，综合采用焦点小组访谈、问卷调查、实验法、建模分析、案例研究等方法，在厘清平台型电商声誉的概念、结构及测量构件基础上，探索平台型电商的“声誉分享—声誉破坏—责任追索”，最终构建系统的声誉管理模式。主要研究结论：平台型电商声誉的分享机制是通过声誉转移路径和声誉溢出路径而实现的；平台卖家的不同违规程度和违规表现类型对平台型电商声誉存在显著影响，制度信任和买家态度在其中发挥中介作用，产品类型和卖家声誉发挥调节作用；平台型电商责任追索策略对平台卖家机会主义和平台买家用户粘性存在显著影响，违反代价和相对剥夺感在其中发挥中介作用，平台卖家规模和平台型电商声誉发挥调节作用；声誉分享机制与责任追索策略的协同匹配，最终构成声誉管理体系。. 本项目有助于拓展企业声誉的理论内涵，进一步丰富声誉转移、声誉溢出等声誉分享理论，并将集体声誉研究从封闭的联盟情境延伸到开放的互联网情境，具有重要的理论意义，还为平台企业管理平台卖家提供合法性基础，继而为提升平台型电商生态系统整体竞争力提供有价值的对策建议。