数字平台商家不良行为的责任配置研究--基于双边市场理论的分析  

The Allocation of Liability for Digital Platform Sellers’Bad Behavior:An Analysis Based on the Two-Sided Market Theory

作　　者：徐洪海 XU Honghai(School of International Economics and Trade,Nanjing University of Finance&Economics,Nanjing 210023,China)

机构地区：[1]南京财经大学国际经贸学院,江苏南京210023

出　　处：《大连理工大学学报（社会科学版）》2024年第4期29-36,共8页Journal of Dalian University of Technology(Social Sciences)

基　　金：国家自然科学基金项目“基于平台间网络外部性的数字平台跨界竞争效应与监管政策研究”(72103085)。

摘　　要：数字平台交易中的不良行为主体多为平台商家,但平台企业为促成交易发挥了重要作用,如何配置平台责任是治理此类不良行为的关键。基于双边市场理论研究发现,平台企业为克服商家不良行为产生的负交叉网络外部性问题有激励主动治理,但严格型消费者较少(宽容型消费者较多)时又使其激励有所不足。因此,在外部治理制度上需要根据市场中各类消费者比例情况,为平台企业配置足够的责任才能更有效地治理不良行为。现行相关法规应该适当地增加平台责任,并完善消费者评价体系和诉赔制度。Bad behaviors in digital platform transactions mostly come from platform merchants,but platform enterprises play an important role in facilitating such behaviors.Thus,how to allocate liability to the platform is the key to governing such bad behaviors.Based on the research of the two-sided market theory,it has been found that platform enterprises have the motivation to actively manage negative cross-side network externalities caused by merchants’bad behaviors,but the incentives are insufficient when there are fewer strict consumers(more tolerant consumers).Therefore,the external governance system needs to allocate sufficient liabilities to platform enterprises according to the proportion of various types of consumers in the market in order to encourage them to govern bad behaviors more effectively.The current relevant laws and regulations should appropriately put more responsibilities to the platform,and correspondingly improve the consumer evaluation system and their claim system.

关 键 词：数字平台 不良行为 严格型消费者 责任配置 双边市场 

分 类 号：F724.6[经济管理—产业经济]