B2C网络平台的嵌入风险与治理机制研究

The enterprises' scale embeddedness into the B2C network platform has gained increasing salience due to their contribution to the value and competitiveness of the platform. However, there is now not an abundant research on the embedded risk caused by “low embeddedness” of the registered enterprises. In this project, firstly , drawing on specific exploratory cases, we highlight the characteristics and causes of the embedded risks such as the faithlessness of relationship , the failure of the lock-in, the distortion of competition and so on. Secondly, we build the risk event database and the risk attribute database. In doing so, we design the risk association rules between registered enterprises and network platform according to the properties and dimensions of the category refined in our data by open decoding. On the basis of the concept, the category and the structure of core category concluded by the grounded theory, we develop the scale of the embedded risk. Then, from the perspective of risk energy accumulation, we reveal the conduction process of the embedded risk through the evolutional process of risk flow and its coupling effects. By introducing emotion function in RDEU theory, we will create the evolutionary game model according to the constraint structure of institution, contract, society and market, and design the governance mechanism to control embedded risk based on the equilibrium analysis.The project begin with the focus on “low embeddedness”, it analyzes the internal mechanism and the evolutional trend of the embedded risk of B2C network platform, and seeks to supplement the deficiency in the concerns of “low emdeddedness” in the embeddedness theory. Through the analysis of the practical effect of governance mechanism, some suitable guiding principles of risk management of network platform in China are proposed.

B2C网络平台中，入驻企业的规模化嵌入提升平台的价值与竞争力引发广泛的关注，而对入驻企业低度嵌入引发的嵌入风险的研究则较匮乏。本项目运用探索性案例探讨关系失信、锁定失效、竞争扭曲等嵌入风险的特征与成因；通过构建风险事项数据库与风险属性数据库，依据开放性译码所提炼的范畴性质与面向，设计入驻企业与网络平台的风险关联规则，并基于扎根理论所析出的概念、范畴与核心范畴的结构进行量表开发，对嵌入风险进行识别与测度；基于风险能量积累的视角，通过风险流的演进过程及其耦合效应探讨风险的传导过程；引入RDEU理论中的情绪函数，基于制度、契约、社会与市场的约束架构构建演化博弈模型，依据均衡分析设计嵌入风险的治理机制。本项目从入驻企业低度嵌入的视角，解析B2C网络平台嵌入风险形成的内在机理与演进趋势，补充嵌入性理论中对低度嵌入问题研究的不足。通过探析治理机制的实践效应，提出适合我国网络平台风险治理的指导性原则。

B2C网络平台存在着由于入驻企业的“低度嵌入”或“嵌入不足”而引发的“关系失信”“锁定失效”“竞争扭曲”等嵌入风险。为此，本课题以低度嵌入为切入点，基于嵌入性理论、网络外部性理论、多任务委托代理理论、社会网络理论等理论，运用探索性案例研究、扎根理论、实证模型、演化博弈等研究方法，探讨了中国B2C网络平台的嵌入风险及其治理机制问题。课题从嵌入风险的特征与产生原因、识别与测度、传导过程与路径分析、治理机制设计四个方面展开研究，取得38项研究成果，包括期刊论文15篇、学位论文6篇、会议论文7篇、《中国网络（数字）平台治理研究报告》4篇、案例库3个、数据库3个。培养博士后3人、博士9人，学硕7人、专硕(EMBA、MBA)24人。连续四年举办“网络平台治理论坛”，完成近200万条有效数据挖掘与文本分析；连续三年进行网络平台消费者行为问卷调研；完成30余家企业调研。在研期间，主持人作为首席专家获批2021年度国家社科基金重大项目“平台企业治理研究”立项，获得国务院政府特殊津贴专家、天津市教学名师等称号，并获天津市社会科学优秀成果二等奖一项。主要参与人获得2019年度国家社科基金青年项目、2021年度国家自科基金青年项目立项。.本课题研究成果突破了嵌入性研究中以结果为导向和以静态为视角的研究局限，通过构建风险源性质链和主体之间的关系链，解析了B2C网络平台嵌入风险形成的内在机理与演进趋势，明晰了B2C网络平台嵌入风险的特征与风险源，构建嵌入风险识别模型对风险进行识别与测度，动态剖析嵌入风险传导过程中各要素之间的逻辑关系，揭示网络平台嵌入风险传导的机理。基于约束架构与均衡分析挖掘B2C网络平台的治理机制，探讨了声誉机制与监督机制对嵌入风险的控制机制的影响作用。本研究对于丰富嵌入性理论和网络平台治理等相关理论具有重要意义，并可为我国B2C网络平台的风险治理实践提供有益参考。