“追逐流量”还是“追逐品质”——健康信息服务类平台卖家服务策略对服务绩效的影响研究  

‘Chasing Traffic’or‘Chasing Quality’:The Impact of Service Strategies of Sellers on Service Performance of Social Health Information Service Platform

作　　者：汪旭晖[1] 陈佳琪 WANG Xu-hui;CHEN Jia-qi(College of Business Administration,Dongbei University of Finance and Economics,Dalian 116025,China)

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025

出　　处：《财经问题研究》2023年第1期50-62,共13页Research On Financial and Economic Issues

基　　金：国家社会科学基金重大项目“融媒体环境下互联网平台型企业现代治理模式研究”(20&ZD322);国家自然科学基金项目“消费者如何处理复杂信息?平台型电商情境下信号的超载、冲突、噪声对买家决策的影响”(71972030);辽宁省社会科学规划基金重大委托项目“加快推进辽宁数字经济高质量发展的路径与政策研究”(L22ZD004);辽宁省科学事业公益研究基金(软科学研究计划)项目“数字科技创新引领辽宁数字经济产业高质量发展的路径与政策研究”(2022JH4/10100046)。

摘　　要：本文基于服务主导逻辑,探讨了健康信息服务类平台卖家的服务策略对服务绩效的影响,并在此基础上分析了消费者幸福感的中介效应和消费者自我构念的调节效应。实验一探究了免费服务策略和定制服务策略对平台卖家角色内服务绩效的影响及消费者积极情感的中介效应,结果显示,与采用免费服务策略相比,平台卖家采用定制服务策略更能提升角色内服务绩效,并且消费者积极情感在上述关系中起到中介效应。实验二研究了免费服务策略和定制服务策略对平台卖家角色外服务绩效的影响及消费者满足感的中介效应,结果显示,与采用定制服务策略相比,平台卖家采用免费服务策略更能提升角色外服务绩效,并且消费者满足感在上述关系中起到中介效应。实验三讨论了消费者自我构念对平台卖家服务策略与服务绩效的调节效应,结果显示,当消费者为依赖型消费者自我构念时,平台卖家采用定制服务策略更能提升服务绩效;消费者为独立型消费者自我构念时,平台卖家采用免费服务策略更能提升服务绩效。Based on the service-oriented logic,this paper discusses the impact of service strategies of sellers on service performance of social health information service platform,and analyzes the mediating effect of consumer happiness and the moderating effect of consumer self-concept on this basis.Experiment 1 explores the impact of free service strategy and customized service strategy on the service performance within the role of platform sellers and the mediating effect of consumers’positive emotion.The results show that,compared with free service strategy,platform sellers’customized service strategy can better improve the service performance within the role,and consumers’positive emotion plays an intermediary effect in the above relationship.Experiment 2 studies the impact of free service strategy and customized service strategy on the out-of-role service performance of platform sellers and the mediating effect of consumer satisfaction.The results show that,compared with the adoption of customized service strategy,the adoption of free service strategy by platform sellers can better improve the out-of-role service performance,and consumer satisfaction plays a mediating effect in the above relationship.Experiment 3 discusses the moderating effect of consumers’self-construction on platform sellers’service strategies and service performance.The results show that when consumers are dependent on consumers’self-construction,platform sellers adopt customized service strategies to improve service performance.When consumers construct themselves as independent consumers,platform sellers can better improve their service performance by adopting free service strategy.

关 键 词：免费服务策略 定制服务策略 服务绩效 消费者幸福感 消费者自我构念 

分 类 号：F272.5[经济管理—企业管理]