共生视角下网络平台自律的多元驱动机制研究  

Research on Multiple Driving Mechanisms of Self-regulation on Online Platforms from a Symbiotic Perspective

作　　者：李文鹣[1] 杨孟妍 修勤绪 鲁铮 LI Wenjian;YANG Mengyan;XIU Qinxu;LU Zheng(School of Management,Jiangsu University,Zhenjiang 212013,Jiangsu;National Energy Conservation Center,Beijing 100045)

机构地区：[1]江苏大学管理学院,江苏镇江212013 [2]国家节能中心,北京100045

出　　处：《管理学刊》2024年第1期84-99,共16页Journal of Management

基　　金：国家社会科学基金项目(21BGL037)。

摘　　要：基于共生理论和平台治理的研究,构建了网络平台企业自律驱动机制的贝叶斯网络模型,提出了平台自律的6种驱动力和44个驱动因素。结合专家访谈,通过问卷获得样本数据,利用贝叶斯网络分析方法进行逆向推理、敏感性以及关键动力链分析,明确关键的驱动路径。结果表明政府压力、行业协会助推力、竞争者推动力和媒体舆论导向力是平台自律的4个关键驱动力。政府的法律法规、惩罚力度、税收优惠,平台竞争者自律获得的社会认可、竞争优势,行业协会对自律的重视、责任意识引导,媒体舆论的正向引导等是敏感性驱动因素。综合逆向推理、敏感性和关键动力链分析结果,发现健全法律法规、提高惩罚力度、增强舆论对平台社会责任意识引导和自律平台形象新闻宣传、扩大竞争平台自律的业内认可影响是当前推动网络平台加强自律需要重点关注和强化的路径。研究结果为推动平台加强自律的关键实施路径提供理论依据。Based on the research of symbiosis theory and platform governance,a Bayesian network model of the driving mechanism of self-regulation of online platform enterprises is constructed,and six driving forces and 44 driving factors to promote platform self-regulation are proposed.Combined with interviews with academic and practical experts,training sample data are obtained through questionnaires,and reverse inference,sensitivity,and key driver chain analyses are conducted using Bayesian network analysis methods.The study shows that government pressure,industry association boost,competitor push and media opinion orientation are the four key drivers for platform self-regulation.Platform self-regulation mainly relies on the government's laws and regulations,punishment and tax incentives,the social recognition and competitive advantages gained by platform competitors'self-regulation,the importance of industry associations to self-regulation,the guidance of responsibility awareness,and the positive guidance of media public opinion and other sensitivity drivers.According to the analysis of the four key driver chains,sound laws and regulations,increased punishment,improved guidance of public opinion,and enhanced awareness of social responsibility of platforms are the aspects that need to be focused on and strengthened in order to promote online platforms to strengthen self-regulation.The results of the study provide a theoretical basis for the implementation path of promoting platforms to strengthen self-regulation.

关 键 词：平台自律 共生视角 平台治理 贝叶斯网络 

分 类 号：F724.6[经济管理—产业经济]