质量保证机制如何影响体验品电商平台在线销量——互补作用与时间效应

管理评论 ›› 2023, Vol. 35 ›› Issue (2): 181-192.

质量保证机制如何影响体验品电商平台在线销量——互补作用与时间效应

朱镇¹, 刘琪¹, 姚甜甜¹, 林飞燕²

1. 中国地质大学(武汉)经济与管理学院/电子商务国际合作中心, 武汉 430078;
2. 南宁师范大学物流管理与工程学院, 南宁 530100

收稿日期:2020-08-24 出版日期:2023-02-28 发布日期:2023-03-27
通讯作者: 朱镇(通讯作者),中国地质大学(武汉)经济与管理学院教授,博士生导师,博士
作者简介:刘琪,中国地质大学(武汉)经济与管理学院博士研究生;姚甜甜,中国地质大学(武汉)经济与管理学院硕士研究生;林飞燕,南宁师范大学物流管理与工程学院讲师。
基金资助:
国家自然科学基金面上项目（71672183）；教育部人文社会科学研究规划基金项目（22YJAZH167）；中国地质大学（武汉）中央高校基本科研业务费专项资金资助项目（CUGDCJJ202220）。

How do the Quality Assurance Mechanisms Influence the Online Sales of Experiential Products on an E-commerce Platform? Complementary Roles and Time Effects

Zhu Zhen¹, Liu Qi¹, Yao Tiantian¹, Lin Feiyan²

1. School of Economics and Management/The Center for International Cooperation on E-business, China University of Geosciences, Wuhan 430078;
2. School of Logistics Management and Engineering, Nanning Normal University, Nanning 530100

Received:2020-08-24 Online:2023-02-28 Published:2023-03-27

摘要/Abstract

摘要： 多数研究聚焦于网络口碑等自发构建的质量保证机制，缺乏对基于认证保证机制的研究。利用携程网调整质量认证策略的窗口期，基于长短期效应研究了口碑评分和平台认证两种质量保证机制的耦合效应以及对在线销量的刺激作用。主要结果显示：第一，口碑评分与在线销量在政策冲击的短期内呈倒U型关系；第二，平台认证在短期内通过提高披露透明度增加销量，长期则借助于认证等级影响在线销量；第三，两种质量保证机制在不同时间尺度上存在差异化的耦合效应，对低质量产品产生排斥作用，对高质量产品产生培育效应。本文完善了质量保证机制的分类以及作用机理的解释，扩宽了体验品电商平台产品质量治理的思路。

关键词: 体验品, 质量保证机制, 质量认证, 透明度策略, 电商平台治理

Abstract: Due to the asymmetry of experiential product quality disclosure in e-commerce platforms, it is necessary to design a variety of quality assurance mechanisms to ensure that consumers have the right to know quality information. Previous studies mainly focus on the self-generated quality assurance mechanism such as word of mouth (WOM), but lack systematic researches on the certification-based quality assurance mechanism. This study capitalizes on the opportunity that a quality disclosure strategy adjustment of Ctrip.com in June 2017, using online sales data of outbound tourism products to study the coupling effect between two quality assurance mechanisms and the stimulating effect on online sales. The three main findings are as follows. First, spontaneous-constructed WOM valence has an inverted U-shaped relationship with online sales in the short term of the policy shock. Second, the certification-based quality disclosure mechanism will improve the sales through disclosure transparency in the short term, and in the long term increase the sales through the quality certification level. Third, the two quality assurance mechanisms have different coupling effects at different time, which have an exclusion effect on low-quality products and a cultivation effect on high-quality products. This study improves the classification of quality assurance mechanism and the explanation of its action mechanism, and widens the thinking in relation to product quality governance of the platform.

Key words: experiential product, quality assurance mechanism, quality certification, information transparency strategy, e-commerce platform governance

朱镇, 刘琪, 姚甜甜, 林飞燕. 质量保证机制如何影响体验品电商平台在线销量——互补作用与时间效应[J]. 管理评论, 2023, 35(2): 181-192.

Zhu Zhen, Liu Qi, Yao Tiantian, Lin Feiyan. How do the Quality Assurance Mechanisms Influence the Online Sales of Experiential Products on an E-commerce Platform? Complementary Roles and Time Effects[J]. Management Review, 2023, 35(2): 181-192.

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