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论文编号：	8992
作者编号：	1120110745
上传时间：	2016/12/15 17:15:34
中文题目：	电子商务运营服务外包模式与机理研究
英文题目：	Research on E-commerce Operation and Service Outsourcing Mode and Mechanism
指导老师：	侯文华
中文关键字：	电子商务运营服务外包 外包意愿 外包治理模式 外包绩效 外包关系
英文关键字：	e-commerce operation and service outsourcing; outsourcing intention; outsourcing governmance mode; outsourcing performance; outsourcing relationship
中文摘要：	随着电子商务运营服务业务的发展，越来越多的企业把一些重要电子商务业务（如网络营销或运营）部分或全部外包给服务商。传统企业向互联网转型过程中，电子商务运营服务外包已成为品牌商整合外部资源、降低运营成本，提高项目运营成功率的一种新型外包模式。“品牌商要不要外包？”，“品牌商如何外包？”，“如何提高电子商务运营服务外包的成功率？”等问题，成为传统企业在转型互联网过程中急需解决的重要问题。现有研究仅仅停留在现象描述上，缺乏对于电子商务运营服务外包过程中关键问题系统、深入的研究。为了使品牌商整合组织内外部资源，加快企业电子商务化和互联网创新的进程，本文以电子商务运营服务外包决策过程为主线，从运营服务外包的意愿、治理模式入手，深入探究电子商务外包的绩效和机理，试图打开电子商务运营服务外包的“黑箱”，具体而言，逐层介绍以下四个问题：“品牌商为什么要采纳电子商务运营服务外包”、“品牌商选择什么样的外包治理模式”、“外包给品牌商绩效带来的变化”以及“如何维护稳定的外包关系”。本研究采用理论研究与实证研究相结合、文献阅读与调查访问相结合、定性与定量研究相结合的方法，对四个子问题深入研究：子问题一针对电子商务运营服务外包采纳意愿研究。采用计划行为理论的分析框架，基于交易成本及资源理论构建概念模型，利用问卷调研的研究方法获取品牌商对不同变量之间关系的反馈，通过结构方程模型对概念模型中的变量关系进行验证。子问题二探讨了电子商务运营服务外包的治理模式选择。基于交易成本理论和权变理论，构建了电子商务运营服务外包治理选择模型，通过对淘宝及天猫平台上的146个电子商务运营服务外包项目进行调研，采用SPSS分组回归对研究假设进行实证检验。子问题三探讨电子商务运营服务外包对运营绩效和吸收能力的影响。基于知识基础理论和学习理论，构建了电子商务运营服务外包对绩效影响的模型，通过158个运营服务外包项目的调研，采用SPSS多元回归方法对研究假设进行实证检验。子问题四探讨如何构建稳定的电子商务运营服务外包合作关系。通过扎根的质性研究方法，识别电子商务运营服务外包合作关系的主要因素，构建基于交互的电子商务运营服务外包机理模型，通过多案例验证模型的可行性。通过上述研究工作，本文得到如下主要结论：（1）品牌商具有采纳电子商务运营服务外包的意愿。价值获取与价值创造对品牌商采纳态度有显著正向影响，品牌商的主观行为规范和感知行为控制对采纳意愿有显著正向影响，前期经验和信任对于采纳意愿的影响并不显著，态度在品牌商价值获取、价值创造与采纳意愿之间起部分中介作用。（2）品牌商外包服务的交易属性及战略倾向影响治理模式的选择。当任务复杂度较大、服务商机会主义成本较高和项目重要大时，品牌商更倾向于一体化治理模式；品牌创新型企业倾向于紧密的治理模式；交易成本属性对治理模式的影响仅发生在企业的萌芽期，战略倾向对治理模式的影响只发生在企业的成长或成熟期，行业不确定性负向调节项目重要性与治理模式二者之间的关系。（3）随着服务外包程度的增加，品牌商的知识吸收能力和运营绩效降低；运营经验和运营能力调节上述影响机制，即运营经验和运营能力越高，外包程度对知识吸收能力和绩效的负影响越小。此外，运营经验的调节作用大于运营能力的调节作用，即品牌商的运营经验要比运营能力更重要。（4）电子商务运营服务外包交互系统包括环境、主体、过程、氛围及输出五个因素；交互主体和交互过程是稳定合作关系的关键要素，但是要有良好交互氛围和合适交互环境才能发挥作用；关系和绩效输出是交互行动的关键，需要通过氛围及过程的交互。本文的创新点可从以下四个方面进行阐述：将计划行为理论应用于服务外包采纳意愿的研究，并验证了该理论中国情境下组织层面的适用性；构建了以实现电子商务运营服务外包交易成本优化及组织战略倾向为目标的电子商务运营服务外包治理模式选择模型，揭示了品牌商外包模式选择的动态机理；将组织学习理论运用电商运营服务外包研究中，揭示了品牌商如何整合外部资源以改进组织的运营绩效和吸收能力；将交互模型引入电子商务运营服务外包关系管理中，提出了由外部环境、主体、过程、氛围、输出整合而成的电子商务运营服务外包交互治理模型。
英文摘要：	With the development of E-commerce operation and service outsourcing, more and more firms have outsourced their partial or entire e-commerce process such as networks marketing and e-commerce operation to the suppliers. E-commerce operation and service outsourcing, as a new outsourcing model, plays an important role in traditional firms’ transformation from traditional type to internet type, and it integrates outside resource, reduces e-commerce operational cost and improves successful rate of outsourced project. Therefore, some issues, like “whether to outsource e-commerce operation and service or not”, “how to outsource e-commerce operation and service?”, “how to improve the sucessful rate of e-commerce operation and service outsourcing?”, “how to maintain stable relationship between firms and suppliers” and etc., have become the critical considerations for e-commerce managers. Athough existing research has outlined the phenomenon of e-commerce operation and service outsourcing, relative systemetic and further empirical research are insufficient. In order to integrate firms’ e-commerce operation resource from both inside and outside and to improve the e-commerce process and internet innovation, this thesis focuses on the e-commerce operation outsourcing decision-making and tries to find out answers to the following four research questions: (1) why do firms adopt e-commerce operation and service outsourcing? (2) what outsourcing mode should a firm chose? (3) how does the performance change because of outsourcing? (4) how to maintain a steady outsourcing relationship? This thesis explores above four issues as four sub-researches and refers to methods include combinations of theoretical study and empirical study, literature review and investigation and, as well, qualitative research and quantitative research. The first sub-research focuses on the adoption of e-commerce operation and service outsourcing. The research is based on planned behavior theory model and an integrative model of TCE and Resource theory. We validate relation of different variables by questionnaire and analyzes data by applying structural equation model (SEM). The second sub-research focuses on the choice of e-commerce operation service outsourcing governance mode, which is based on an integrative model of TCE and configure theory. After surveying 146 e-commerce project questionnnirse, we analyze the relation of the tranaction attribution to the governmance mode by SPSS grouping regression. The third sub-research focuses on the e-commerce operation and service outsourcing’s influence on firm performance and absorption ability by using an integrative model of knowledge –based theory and learning theory. Based on the 158 e-commerce project questionnnirse, this research analyzes the realtoinship between e-commerce operation and service outsourcing and operation performance by SPSS regression. The forth sub-research focuses on construction of cooperation relationship between suppliers and firms. This research figures out interaction factors of cooperation relationship with a qualitative research based on grounded theory and build an interaction approach e-commerce operation and service mechanism model. Moreover, this research identifies the model’s feasibility by exploring 10 e-commerce outsourcing project. In terms of the above research, conclusions can be presented as follows: Firstly, firms have the intention of adopting the e-commerce operation and service outsourcing. Our results show that value acclaim and value creation are positive to the attitude of e-commerce operation and service outsourcing and subjective norms and perceived behavioral control have positive effect on intention respectively. However, prior experience and trust do not have significant effect on e-commerce operation and service outsourcing adoption intention. Meanwhile, attitude between value creation & value claim and e-commerce operation and service outsourcing adoption attention intention is partially significant, which has a mediating effect. Secondly, firms’ tranaction attributes and strategic intent influence the choice of outsourcing governmance mode. Results indicate that when the task complexity, provider’s opportunism and project importance is high, hierarchical outsourcing governance mode is preferred and when the strategic intent of an e-commerce project is innovation, compact outsourcing governance mode is preferred. Transaction attributes only influence the choice of governmance mode in the growing phase, while strategic intent influence governmance mode choice in the e-commerce growth or maturity phase. Furthermore, industry uncertainty has negative regulation on the relationship between outsourcing governmance mode and project significance. Thirdly, this thesis presents that firms’ knowledge absorptive capacity and performance decrease with increasing service outsourcing level, i.e., the higher the operation experience and operation capacity the lower the negative affection of service outsourcing level on the knowledge absorptive capacity and market performance. To be more specific, the moderating effect of operation experience is greater than that of the operation capacity, which means operation experience, for an e-business enterprise, is more important than the operation capacity. Fourthly, this dissertation indicates ‘environment’, ‘entities’, ‘process’, ‘atmosphere’ and ‘outcome’ as five factors of e-commerce operation and service outsourcing interaction cooperation. Research results find out key dimensions of interaction process: entities and process are key factors in promoting steady relationship but only work well under a good interaction atmosphere and an appropriate environment; Meanwhile, relationship and performance output are critical to interaction action but need the interaction between atmosphere and process. The innovations of this study are as follows: First of all, this study is one of the first to apply TPB into the research of e-commerce service outsourcing adoption intention, and the research also verified the applicability on organizational level in Chinese context; Secondly, this study construct ‘tranaction and Strategic intent’ governance mechanism mode, which provides dynamic decision of sourcing mode choice. And then we introduce creatively organization learning into e-commerce operation and service outsourcing, revealing how firms absorb outside and inside resource to improve the operation performance and absorptive capacity; Last but not least, our research employs interaction model into e-commerce operation and service outsourcing process management, and improves the model to be an integration of environment, entities, process, atmosphere and outcome.
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