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
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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。
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.
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.
引文
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[19] Eisenmann T., Parker G., Van Alstyne M. Platform Envelopment[J]. Strategic Management Journal, 2011,32(12):1270-1285
[20] Evans D. S. Some Empirical Aspects of Multi-sided Platform Industries[J]. Review of Network Economics, 2003,2(3):191-209
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[22] Fang E., Li X., Huang M., et al. Direct and Indirect Effects of Buyers and Sellers on Search Advertising Revenues in Business-to-Business Electronic Platforms[J]. Journal of Marketing Research, 2015,52(3):407-422
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[28] Chakravarty A., Kumar A., Grewal R. Customer Orientation Structure for Internet-based Business-to-Business Platform Firms[J]. Journal of Marketing, 2014,78(5):1-23
[29] Hanssens D. M., Rust R. T., Srivastava R. K. Marketing Strategy and Wall Street: Nailing Down Marketing’s Impact[J]. Journal of Marketing, 2009,73(6):115-118
[30] Roson R. Two-Sided Markets: A Tentative Survey[J]. Review of Network Economics, 2005,4(2):142-160
[31] Armstrong M. Competition in Two-Sided Markets[J]. RAND Journal of Economics, 2006,37(3):668-691
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[34] Parasuraman A., Grewal D. The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda[J]. Journal of the Academy of Marketing Science, 2000,28(1):168-174
[35] Cennamo C. Building the Value of Next-Generation Platforms: The Paradox of Diminishing Returns[J]. Journal of Management, 2016,42(7):1-32
[36] Briggs E., Grisaffe D. Service Performance-Loyalty Intentions Link in a Business-to-Business Context: The Role of Relational Exchange Outcomes and Customer Characteristics[J]. Journal of Service Research, 2010,13(1):37-51
[37] Sirdeshmukh D., Singh J., Sabol B. Consumer Trust, Value, and Loyalty in Relational Exchanges[J]. Journal of Marketing, 2002,66(1):15-37
[38] Bolton R. N., Smith A. K., Wagner J. Striking the Right Balance Designing Service to Enhance Business-to-Business Relationships[J]. Journal of Service Research, 2003,5(4):271-291
[39] Shankar V., Bayus B. L. Network Effects and Competition: An Empirical Analysis of the Home Video Game Industry[J]. Strategic Management Journal, 2003,24(4):375-384
[40] Ha?aburda H., Yehezkel Y. The Role of Coordination Bias in Platform Competition[J]. Journal of Economics & Management Strategy, 2016,25(2):274-312
[41] Hooley G. J., Greenley G. E., Cadogan J. W., et al. The Performance Impact of Marketing Resources[J]. Journal of Business Research, 2005,58(1):18-27
[42] Wang S., Cavusoglu H., Deng Z. Early Mover Advantage in E-Commerce Platforms with Low Entry Barriers: The Role of Customer Relationship Management Capabilities[J]. Information & Management, 2016,53(2):197-206
[43] Kumar V., Jones E., Venkatesan R., et al. Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?[J]. Journal of Marketing, 2011,75(1):16-30
[44] Han J. K., Kim N., Srivastava R. K. Market Orientation and Organizational Performance: Is Innovation a Missing Link?[J]. Journal of Marketing, 1998,62(4):30-45
[45] 尚晓燕,王永贵. 组织市场上顾客知识体系的构成与测量——基于中国企业的实证研究[J]. 管理评论, 2015,27(2):67-76
[46] Oliver R. L. Whence Consumer Loyalty?[J]. Journal of Marketing, 1999,63(S1):33-44
[47] 邹鹏,郝连才,李一军. 基于互惠理论和前景理论的客户回报计划对客户忠诚影响[J]. 管理评论, 2014,26(1):120-129
[48] Hogendorn C., Yuen S. K. Y. Platform Competition with ‘Must-Have’ Components[J]. Journal of Industrial Economics, 2009,57(2):294-318
[49] Palmatier R. W., Dant R. R., Grewal D., et al. Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis[J]. Journal of Marketing, 2006,70(4):136-153
[50] 初翔,仲秋雁. 平台竞争战略分析框架研究——结合探索性与解释性案例[J]. 中国管理科学, 2014,22(S1):519-524
[51] 任晓丽,刘鲁,吕成功. C2C环境下卖家差异化策略对销量的影响——基于两阶段决策的买家购物决策分析[J]. 管理评论, 2013,25(2):88-97
[52] Jaworski B. J., Kohli A. K. Market Orientation: Antecedents and Consequences[J]. Journal of Marketing, 1993,57(3):53-71
[53] Chen Y., Xie J. Cross-Market Network Effect with Asymmetric Customer Loyalty: Implications for Competitive Advantage[J]. Marketing Science, 2007,26(1):52-66
[54] Reisinger M. Platform Competition for Advertisers and Users in Media Markets[J]. International Journal of Industrial Organization, 2012,30(2):243-252
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