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论文编号：	7530
作者编号：	2120132404
上传时间：	2015/6/11 16:37:54
中文题目：	电商平台对卖家社区参与的激励机制及其效果研究
英文题目：	Research on Incentive Mechanisms of Electronic Commerce Platforms for Sellers’ Community Participation and the Effects
指导老师：	任星耀
中文关键字：	激励机制，卖家社区，电商平台，商盟，不确定性
英文关键字：	Incentive Mechanisms, Seller Community, Electronic Commerce Platform, Seller Alliance, Uncertainty
中文摘要：	伴随着当今世界整体经济增长形势放缓，我国传统的经济增长方式难以应对新的世界环境。而以计算机技术、信息技术和网络技术为基础的电子商务对我国经济发展起着重要的推动作用。社区构建作为电商网站三大治理机制之一，受到了越来越多的学者以及企业家关注。通过对于前人的文献回顾可以发现对于卖家社区的相关研究很少，然而卖家社区的良好构建可以增加卖家对于平台的忠诚度并且确保平台有充足的内容提供给买家。因此，本文从电商平台的角度来考虑卖家社区参与的激励机制设计及其效果。通过相关理论回顾、假设推导以及假设验证，最终得出本文研究结论。（1）经济激励对于卖家的社区参与度有正向影响。（2）社会激励对于卖家的社区参与度有正向影响。（3）卖家的不确定性可以强化经济激励对于卖家社区参与度正向的效果。（4）商盟可以弱化经济激励对于卖家社区参与度的正向效果。（5）商盟可以弱化社会激励对于卖家社区参与度的正向效果。本研究的贡献包括：在研究对象上区别于以往相关研究，本文选取卖家社区为研究对象；将交易成本理论以及沉没成本效应引入到社区研究中来，观察不同边际条件对于激励机制的影响；在研究视角上区别于以往相关研究，本文从激励机制角度对于卖家社区的构建进行研究；本文的研究结论也为电商平台的实践活动提供了理论上的指导。
英文摘要：	With the global economic growth slowing down, the traditional mode of China’s development has confronted with difficulties to adapt to the world situation. Electronic commerce based on the computer, information technology and internet has vital importance on China’s economic growth. Community building, considered as one governing mechanism of e-commerce platforms, has attracted more and more attention of the theorists and practitioners. Through the review of the relative literature, there only exist few concrete theories relating to the sellers’ community. However participating in a well-constructed community will increase the seller’s loyalty to the platform and guarantee enough products and services to the buyers. Therefore, this paper intends to study incentive mechanisms design of seller’s community participation and the effects from the perspective of electronic commerce platforms. Through the review of relative theories, hypotheses development and testing, this thesis has drawn the following conclusion. First, economic incentive has a positive influence on the seller’s participation of the community. Secondly, social incentive has a positive influence on the seller’s participation of the community. Thirdly, the seller’s uncertainty will strengthen the positive effect of the economic incentive. Fourthly, seller alliance will weaken the positive effect of the economic incentive. Lastly, seller alliance can also weaken the positive effect of the social incentive.On the whole, this thesis has made the following contribution. The subject in this research is seller’s community which is different from the previous ones. This community research has combined transaction cost theory and sunk cost effect so that we can observe the influences of different marginal conditions on the incentive mechanisms. This thesis studies the community building from the incentive perspective which is also different from the previous ones. Besides, the conclusion of this thesis provides theoretical guidance for the practice of e-commerce platform.
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