第三方B2B电子商务平台的交易治理机制研究：类型、影响效果、适用情景

项目名称： 第三方B2B电子商务平台的交易治理机制研究：类型、影响效果、适用情景

项目编号： No.71202163

项目类型： 青年科学基金项目

立项/批准年度： 2013

项目学科： 工商管理

项目作者： 任星耀

作者单位： 南开大学

项目金额： 18.5万元

中文摘要： 治理机制是用来确立和架构交易关系的工具。B2B一直是电子商务市场的主体，第三方B2B电子商务平台在电子商务发展中的意义重大。如何设计平台的交易治理机制已成为实践界的热点和难点，但相关研究却极为缺乏。现有B2B关系治理研究又集中于交易主体间二元视角下的讨论。 针对管理实践的需要和以往研究的不足，本项目采取理论研究和实证研究相结合、定性与定量研究兼顾的方法，从平台经营者这个第三方的角度切入，分析第三方B2B电子商务平台的交易治理机制、对应的内在含义、分类方法；揭示不同治理机制对卖方行为、平台经营者绩效和卖方绩效的影响效果与影响路径；揭示不同情境下经济性治理机制和社会性治理机制中使用哪一类更有效；揭示不同情境下两类治理机制单独使用和同时使用时的作用效果差异。 项目结果有望丰富和扩展现有的治理研究，为平台经营者选择、设计、优化治理机制、提高治理效果提供有操作性的指导，促进电子商务市场的健康发展。

中文关键词： 电子商务平台；治理机制；交易机制；卖家竞争；口碑

英文摘要： Governance mechanisms are tools used to establish and structure exchange relationships. B2B e-commerce has occupied a substantial portion of the e-commerce market. Third-party B2B e-commerce platforms play remarkable roles in B2B e-commerce development. How to design the transaction's governance mechanisms in third-party B2B e-commerce platforms has become a hot and tricky issue in the industry field. But research in this field is extremely scarce. The existing research on inter-organizational governance focuses on the two transaction direct participants from a dyadic setting. Considering the needs of management practice and the lack of previous literature, this project adopts a combination of theoretical research and empirical research, and uses both qualitative study and quantitative study. From the perspective of the platform operator, who is a third-party, this project studies the transaction's governance mechanisms in third-party B2B e-commerce platforms, analyses the inner meaning of each governance mechanism, and find a classification for various governance mechanisms. We investigate the impacts and influence paths of the different mechanisms on sellers' behavior, platform operators' performance and sellers' performance respectively; reveal which type of the economic and social governance mechanisms is m

英文关键词： e-commerce platform；governance mechanisms；transaction mechanisms；seller competition；WOM