互补者声誉对进入平台策略的影响:来自APP与平台小程序的证据  

Impact of reputation on complementors’entry platform strategy:Evidence from App and platform applets

作　　者：关健[1] 吴承逊 董佳敏 周奕妤 GUAN Jian;WU Chengxun;DONG Jiamin;ZHOU Yiyu(School of Business,Central South University,Changsha 410083,China;Hunan City University,Yiyang 413000,China)

机构地区：[1]中南大学商学院,长沙410083 [2]湖南城市学院,益阳413000

出　　处：《系统工程理论与实践》2023年第10期2971-2988,共18页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金(72302236);国家自然科学基金重大项目(72091310,72091313)。

摘　　要：作为平台经济时代资源配置和利益协调的重要组织,平台生态系统吸引了越来越多的关注.多数已有研究从平台企业视角出发,关注平台的竞争及治理策略,鲜有研究剖析互补者的进入平台策略及其影响机制.本文从互补者视角出发,基于资源依赖理论,实证检验了声誉对多宿主策略、功能设计策略、多重身份策略这三种互补者进入平台策略的影响机制,并揭示了竞争强度对上述关系的调节作用.来自APP与平台小程序的证据表明,声誉越高的互补者越倾向于采取多宿主策略和多重身份策略,同时越倾向于将更少的功能置入平台.此外,互补者与平台企业的竞争强度会强化声誉与进入平台策略的关系.本文深化了平台互补者的行为与决策研究、拓展了声誉理论的应用情境、也为平台生态系统竞合关系提供新的研究视角,为互补者选择合适的进入平台策略提供实践指导.As an important organization for resource allocation and benefit coordination in the era of platform economy,platform ecosystem has become the hot discussion of current research.However,most current studies have focused on platform competition and platform governance strategies,neglecting the strategies of complementors when entering the platform.In this paper,we incorporate three types of complementors’platform entry strategies,i.e.,the multihoming strategy,the functional design strategy,and the multiple identity strategy,empirically testing the influences of the reputation on these three strategies based on the resource dependence theory.Furthermore,we reveal the moderating effect of competition intensity between complementors and platforms on the relationship between reputation and platform entry strategies.Evidence from APPs and platform applets shows that complementors with higher reputation tend to adopt the multihoming or the multiple identity strategy,and they tend to maintain fewer functions into the platform.In addition,the competition intensity between complementors and platforms strengthens the relationship between reputation and platform entry strategies.This study sheds new light on the behavioral strategies of complementors in the platform ecosystem,expands the application contexts of reputation theory,and provides a new perspective on the competition and cooperation relationship of platform ecosystem,giving practical guidance for complementors to choose the appropriate platform entry strategy.

关 键 词：平台生态系统 互补者 声誉 互补者进入策略 小程序与APP 

分 类 号：F270[经济管理—企业管理]