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通过对京东生鲜和美团优选的合法性修复实践展开双案例研究，剖析了生鲜电商面向共同体修复合法性的主要过程及前因结果，识别出了生鲜电商的合法性修复需求，提出了以共同体产品提供为价值导向、由分离式修复策略与技术洞见机制组成的修复路径，以共同体服务提供为价值导向、由吸纳式修复策略与情感联结机制组成的修复路径。基于此，构建了面向共同体的生鲜电商合法性修复的理论模型。研究表明：危机造成利益相关者恐慌期待和负面定性，破坏生鲜电商的合法性，引致合法性修复需求；生鲜电商基于共同体支持，选择有效的合法性修复策略，构建利于激发修复策略效能的修复机制；得益于修复策略与修复机制的协同作用，推进共同体治理与协调运营，生鲜电商最终获得共同体价值升华。所得的理论模型能够贡献于现有文献对危机情形下生鲜电商合法性修复及共同体构建关注不足的研究缺口，对生鲜电商企业实现持续运营具有启示意义。
Abstract：Taking the legitimacy repairing practices of JD-Fresh and Meituan-Select as cases, this paper explores the main process and antecedents of legitimacy repairing for fresh produce e-tailers oriented to the community. Through the dual-case study,this paper identifies the need to repair the legitimacy of fresh produce e-tailers. This paper proposes a repairing path guided by community product provision, consisting of a separation repairing strategy and technical insight mechanism, and a repairing path guided by community service provision, consisting of an absorption repairing strategy and an emotional connection mechanism. This paper develops a theoretical model for repairing the legitimacy of fresh produce e-tailers oriented to the community. This research shows that stakeholders' panic and negative expectations have jointly spurred the need to repair legitimacy in fresh produce ecommerce. Therefore, fresh produce e-tailers are guided by providing community value, selecting targeted repairing strategies, establishing an effective process of legitimacy repairing, and promoting community governance and coordinated operation. Choosing an adaptive repairing mechanism is necessary to stimulate and ensure the effectiveness of legitimacy repairing strategies. Thanks to the synergistic effect of repairing mechanisms and repairing strategies, fresh produce e-tailers have gained deep recognition and support from community members. The community value of fresh produce e-commerce is worth achieving sublimation. The theoretical model can contribute to the research gap on the legitimacy restoration and community construction of fresh produce ecommerce in crises and have some implications for the sustainable operations of fresh produce e-commerce enterprises.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2025.02.002
中图分类号:F724.6
引用信息:
[1]但斌,江小玲.面向共同体的生鲜电商合法性修复策略与机制——京东生鲜和美团优选的双案例研究[J].商业经济与管理,2025,No.400(02):15-30.DOI:10.14134/j.cnki.cn33-1336/f.2025.02.002.
基金信息:
国家社会科学基金重大项目“我国农产品供应链数字化转型的发展战略与实施路径研究”(23&ZD123); 中央高校基本科研业务费专项资金“物流与供应链理论方法研究”(2024CDJSKPT14)