数字化时代中小零售企业电子商务价值感知——O2O资源整合能力的中介效应及零供关系质量的调节效应分析  

E-commerce Value Perception of Small and Medium Retail Enterprises in the Digital Age:Research on the moderating effect of the retail-supply Guanxi Quality

作　　者：李倩[1] 闫茹 刘擎 白鹏霞[1] LI Qian;YAN Ru;LIU Qing;BAI Peng-xia(School of Economics and Management,Chang'an University,Xi'an 710064,China)

机构地区：[1]长安大学经济与管理学院,陕西西安710064

出　　处：《数学的实践与认识》2021年第17期266-274,共9页Mathematics in Practice and Theory

基　　金：国家社会科学基金(19CGL004);陕西省社会科学基金(2017S019);陕西省教育厅项目(19JZ011,20JZ017);长安大学中央高校研究生教育教学改革资助项目(300103112304)。

摘　　要：从提升零售企业O2O资源整合能力的视角解释零供关系质量差异下电子商务能力对电子商务价值感知的影响机制,以中西部地区160家中小零售企业进行实证,结果表明:O2O资源整合能力在零售企业电子商务能力与电子商务价值感知的关系中起部分中介作用,零供关系质量在电子商务能力、O2O资源整合能力与电子商务价值感知关系之间存在调节作用.为数字化时代中小零售企业配置资源、依托电子商务整合资源提出了管理建议.This paper explains the mechanism of e-commerce capability(EC) on e-commerce value perception(ECVP) under different retail-supply guanxi quality(RGQ) from the perspective of improving O2O resource integration ability(RIA).An empirical study of 160 small and medium-sized(SME)western retail enterprises demonstrates the conclusions,O2O RIA plays a part of mediating role in the relationship between EC and ECVP for retail enterprises,and retail-supply guanxi quality(RGQ) is an environmental variable which plays a moderating role in the relationship between EC and O2O RIA,as well as between O2O RIA and ECVP.we provide management recommendations for managers in the digital age to allocate resources and rely on e-commerce to integrate resources.

关 键 词：O2O资源整合能力 关系质量 电子商务能力 电子商务价值感知 

分 类 号：F724.2[经济管理—产业经济] F724.6