平台市场资产对商家忠诚的影响研究——平台竞争的调节作用

摘要/Abstract

摘要：

在平台化经营竞争日趋激烈的环境中，商家与平台的忠诚关系是平台型企业获得竞争优势的重要来源。本研究剖析了平台企业所提供的市场资产对商家忠诚的作用机理，并进一步探索了平台内外部竞争对其作用过程的调节效应。基于对电商平台商家的问卷调查，本研究发现平台企业所提供的市场资产可通过提升商家对平台的感知价值进而促进商家忠诚，而且四种不同类型的市场资产对商家感知价值的作用有所差异。当平台竞争增强时，存量型关系资产与商家感知价值的正向作用被显著地削弱，交互型关系资产和技能型知识资产对商家感知价值的正向作用不会发生显著的改变，信息型知识资产对商家感知价值的影响不显著。本研究建议平台企业在决定市场资产的开发和利用时应考虑平台竞争因素的影响；在制定平台竞争策略时应考虑企业现有的市场资源。

关键词: 市场资产, 感知价值, 商家忠诚, 平台, 平台竞争

Abstract:

As the platform-based business model prevails increasingly, client-platform relationship has become an important base for platform firms to gain competitive advantage. This study explores the effects of market-based assets deployment by platform firms on client loyalty in a competitive setting. This study, using a survey to clients of e-commerce platforms, finds that market-based assets can increase client loyalty through enhancing client perceived value, and that four types of market-based assets have differential effects on client perceived value. When platform competition intensifies, the positive effect of accumulated relational assets on client perceived value attenuates, whereas the positive effects of know-how intellectual assets and interactive relational assets don't change significantly. However, the effect of know-what intellectual assets on client perceived value is not significant. These findings suggest that a platform firm should take platform competition into account when developing and leveraging its market-based assets, and align its competitive strategies with its market-based resources.

Key words: market based asset, perceived value, client loyalty, platform, platform competition

李平, 彭艳妮, 康俊. 平台市场资产对商家忠诚的影响研究——平台竞争的调节作用[J]. , 2019, 31(2): 103-118.

Li Ping, Peng Yanni, Kang Jun. The Impact of Market-based Assetson Client Loyalty: The Moderating Role of Platform Competition[J]. , 2019, 31(2): 103-118.

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