平台参与者亲组织不道德行为与平台绩效——流量分配的调节作用  

Platform Participants’Unethical Pro-organizational Behavior and Platform Performance:The Moderating Effect of Traffic Distribution

作　　者：张亚敏 蒋军锋[1,2] 尚晏莹 王修来 ZHANG Yamin;JIANG Junfeng;SHANG Yanying;WANG Xiulai(School of Economics and Management,Xi’an University of Technology,Xi’an 710054,China;Talent Big Data Research Institute,School of Management Science and Engineering,Nanjing University of Information Science and Technology,Nanjing 210044,China)

机构地区：[1]西安理工大学经济与管理学院,陕西西安710054 [2]南京信息工程大学管理工程学院人才大数据研究院,江苏南京210044

出　　处：《运筹与管理》2024年第9期153-159,共7页Operations Research and Management Science

基　　金：国家自然科学基金面上项目(71972153);国家社会科学基金重点项目(21AJY020);西安理工大学博士创新基金资助项目(310-252072119);中国学位与研究生教育研究重大课题(2020ZAC7);2022年度科技智库青年人才计划(20220615ZZ07110189);陕西省软科学面上项目(2020KRM177)。

摘　　要：电商参与者为提高曝光量而采取的刷单行为明明可以提升平台当期绩效,为什么亚马逊却对此痛下杀手?借鉴员工亲组织不道德行为(UPB),将电商这类同时正面影响自身与所在平台当期绩效,但有违社会道德和社会责任的行为界定为平台参与者的亲组织不道德行为。整合UPB与价值共创理论,论文剖析UPB提升平台参与者绩效的同时,提升平台短期绩效和降低平台长期绩效的双维过程。研究发现:UPB通过扩大平台规模提升短期绩效,通过削弱平台质量降低长期绩效,流量分配削弱UPB与平台质量的负向关系。论文揭示了流量分配调节下UPB影响平台短期-长期绩效的作用机制,为平台企业提升流量分配的精准性并遏制参与者UPB的负面影响提供建议与支持。In recent years,the nonstandard and immoral behaviors of participants in the development of the platform have become increasingly prominent.To increase exposure,e-commerce participants choose scalping,which can improve the current performance of the platform.But why does Amazon still forbid such a behavior?By referring to employee unethical pro-organizational behavior(UPB),the e-commerce behavior that positively affects the current performance of the company and the platform(“organization”)but violates social morality and social responsibility is defined as the pro-organizational unethical behavior of platform participants.The theoretical significance of this paper is to expand the relationship of unethical pro-organizational behavior from the relationship between the enterprise and its internal actors at different levels(individuals,teams,departments)to the relationship between the platform and its participants,expand the main body of platform research,reveal the symbiotic relationship between the platform and its participants,and enrich the research level of UPB.On the whole,this paper constructs the logic thread of“unethical pro-organizational behavior-platform scale/quality-platform performance”,and reveals the moderating role of traffic distribution in the process of unethical pro-organizational behavior affecting platform long-term and short-term performance.In addition,the sample data collected in this paper mainly adopts the questionnaire survey method.370 questionnaires are issued and 301 valid questionnaires are recovered,with an effective recovery rate of 81.4%.The sample data is reasonably distributed,with a certain degree of objectivity and representativeness.This paper will also conduct regression analysis through SPSS26 and AMOS24.It is found that the positive impact of UPB on the short-term performance of the platform can be regarded as a spillover effect,while the negative impact of UPB on the long-term performance of the platform is a stigma effect.UPB improves short-term performance by

关 键 词：亲组织不道德行为 平台绩效 平台规模 平台质量 流量分配 

分 类 号：F272[经济管理—企业管理]