感知平台卖家亲组织非伦理行为对消费者参与价值共创的影响——互动地位感知视角  

Impact of Perception Platform SellersUnethical Pro-organizational Behavior on Consumer Participation in Value Co-creation from an Interactive Status Perception Perspective

作　　者：汪旭晖[1,3] 陈佳琪 WANG Xuhui;CHEN Jiaqi(School of Business,Administration Dongbei University of Finance and Economics,Dalian 116025 China;School of Business,Inner Mongolia University of Finance and Economics,Hohhot 010070 China)

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025 [2]内蒙古财经大学商务学院,内蒙古呼和浩特010070 [3]东北财经大学

出　　处：《商业经济与管理》2024年第5期5-24,共20页Journal of Business Economics

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“‘五大安全’视阈下辽宁现代化产业体系构建路径与政策选择研究”(L23ZD055)。

摘　　要：基于社会相互依赖理论与应对理论,探索互动地位感知与感知平台卖家亲组织非伦理行为(Unethical Pro-organizational Behavior,UPB)对消费者参与价值共创的交互作用机制。研究结果为:互动地位感知与感知平台卖家UPB对消费者参与价值共创存在交互效应;当明确消费者互动类型时,感知平台卖家UPB与互动地位感知的交互作用消失;关系型互动→共情在平等地位感知与感知平台卖家UPB正面性交互影响消费者参与价值共创之间发挥的顺序中介效应更为显著,而交易型互动→厌恶在支配地位感知与感知平台卖家UPB负面性交互影响消费者参与价值共创之间发挥的顺序中介效应更为显著。研究结果可以帮助平台型电商组织的管理者明确互动过程中消费者对平台卖家UPB的认知、态度与行为反应,进而为平台型电商组织的治理提供一定的经验借鉴与理论指导。Based on social interdependence theory and coping theory we explore the interactive mechanism of perceived status and perception platform sellersunethical pro-organizational behavior UPB on consumer participation in value co-creation.The research results show that interactive status perception and perception seller UPB have interactive effects on consumersparticipation in value co-creation.When the type of consumer interaction is clearly defined the interaction between the perceived platform sellersUPBs and perceived interaction status disappears.The sequential mediating effect of relational interaction→empathy is more significant between the perception of equal status and the positive impact of the sellersUPBs on consumer participation in value cocreation while transactional interaction→disgust has a more significant sequential mediating effect between the perception of dominant status and the negative impact of the sellersUPBs on consumer participation in value co-creation.The research results can help managers of platform-based e-commerce organizations clarify the cognition attitude and behavioral response of consumers towards the platform sellersUPBs during the interaction process and provide certain experience and theoretical guidance for the governance of platform-based e-commerce organizations.

关 键 词：互动地位感知 感知平台卖家UPB 消费者互动类型 消费者情绪 

分 类 号：F713.50[经济管理—市场营销]