平台领导视角下电商平台竞争力前因组态研究  

Research on the Antecedent Configurations of E-Commerce Platform Competitiveness from the Perspective of Platform Leadership

作　　者：杜华勇 郭旭光 滕颖[2] DU Huayong;GUO Xuguang;TENG Ying(China West Normal University,Nanchong,Sichuan,China;University of Electronic Science and Technology of China,Chengdu,China)

机构地区：[1]西华师范大学管理学院 [2]电子科技大学经济与管理学院,成都市611731

出　　处：《管理学报》2023年第2期258-266,共9页Chinese Journal of Management

基　　金：教育部人文社会科学研究青年基金资助项目(20YJC630017);2022年度四川省社会科学规划资助重点项目(SC22A022);南充市社会科学研究“十四五”规划资助项目(NC2021C127)。

摘　　要：立足平台领导视角,基于NCA和fsQCA结合的方法探究电商平台竞争力前因组态。研究发现:单一前置因素均无法独立解释平台竞争力;电商平台竞争力前因组态存在“殊途同归”和“非对称因果”特性;平台领导视角下电商平台存在5种高竞争力组态和3种低竞争力组态;综合电商平台构建平台竞争力时侧重“效率”逻辑,垂直电商平台构建平台竞争力时侧重“创新”逻辑。不同类别电商平台在平台领导策略上有所不同,综合电商平台适合采用围绕用户基础的“快速做大”策略,垂直电商平台则适合采用围绕核心用户的“精细化服务”和“独特定位”策略。Based on the perspective of platform leadership,this study explores the antecedent configurations that affect the competitiveness of e-commerce platforms by using methods of NCA and fsQCA.The researchfound that any single antecedent can not independently explain the competitiveness of e-commerce platforms.The antecedent configurations of e-commerce platform competitiveness has characteristics of“causality equivalence”and“asymmetric causality”.Under the perspective of platform leadership,there are 5 high competitiveness configurations and 3 low competitiveness configurations.The comprehensive e-commerce platform adopts the“efficiency”logic when building the platform competitiveness,andthe vertical e-commerce platform adopts the“innovation”logic when building the platform competitiveness.This studysuggests that different categories of e-commerce platforms should be different in their platform leadership strategies.The comprehensive e-commerce platformsare suitable for adopting the“rapid growth”strategy around their user base,while the vertical e-commerce platformsaresuitable for adopting the“refined services”and“distinctive positioning”strategy around their core users.

关 键 词：平台领导 平台竞争力 组态分析 电商平台 

分 类 号：C93[经济管理—管理学]