在线评分、APP迭代速度与绩效:平台系统更新的调节效应  

Online Ratings,APP Iterative Intensity and Performance:The Moderating Effects of Platform System Update

作　　者：陈爽英[1] 雷波 傅锋 李启月 Chen Shuangying;Lei Bo;Fu Feng;Li Qiyue(School of Economics and Management,University of Electronic Science and Technology of,Chengdu 611731,China)

机构地区：[1]电子科技大学经济与管理学院,成都611731

出　　处：《技术经济》2021年第10期173-183,共11页Journal of Technology Economics

基　　金：国家自然科学基金面上项目“平台企业的网络治理能力及其作用机制研究”(71672020);国家自然科学基金面上项目“平台企业数字创新获利的影响因素及其作用机制研究”(72072020)。

摘　　要：数字化颠覆了移动应用程序(APP)各价值创造主体之间传统的互动方式。基于服务主导逻辑,研究用户在线评分、APP迭代速度及其绩效的作用机制,以及平台系统更新对该作用机制的调节效应。基于苹果应用程序商店(AppStore)月度非平衡面板数据为样本,运用双向固定效应模型进行回归,结果表明:在线评分对APP迭代速度、APP绩效有倒“U”型作用,且APP迭代速度对在线评分与APP绩效的作用机制存在中介作用;此外,平台系统更新分别对APP在线评分与APP绩效的倒“U”关系、APP迭代速度与APP绩效的正向关系有显著正向调节效应。研究结果揭示了在线评分作用于APP绩效的过程机制及平台层面的情境价值,并且对提升APP绩效有实践启示。Digitization has overturned the traditional way of interaction among value creators of mobile applications(APP).Drawing upon the perspective of service-dominant(S-D)logic,the impact of online ratings on APP iterative intensity and performance,as well as the moderating effects of platform system update has been researched.Based on the unbalanced panel data from a monthly sample of Apple’s App Store.By using two-way fixed effects model,the regression results show that online ratings have an inverted U-shaped relationship with App iterative intensity and performance.Furthermore,the online ratings impact APP performance directly and indirectly via APP iterative intensity.In addition,platform system update positively moderates not only the effects of APP online ratings on performance,but also the effects of APP iterative intensity on performance.The results reveals the processing mechanism of online ratings on APP performance and the platform’s contingency value,which has important practical significance for improving APP performance.

关 键 词：在线评分 APP迭代速度 平台系统更新 APP绩效 

分 类 号：F270.3[经济管理—企业管理]