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文章基于交易成本理论和社会交换理论,以网购消费者为问卷调查对象,实证研究治理机制三个维度对卖家机会主义的影响,并探讨感知不确定对其影响的调节作用。分层线性回归分析结果表明:声誉机制对感知机会主义有显著的负向影响;网站行为感知不确定性对沟通机制与感知机会主义之间的关系有显著的调节作用;商品感知不确定性对监督机制、声誉机制和沟通机制与感知机会主义之间的关系有显著的调节作用。文章为网络零售企业灵活治理第三方卖家的机会主义行为提供了依据和参考。
Abstract：Based on the transaction cost theory and social exchange theory,using data from online buyers,this study not only empirically examined the effects of three governance mechanisms on perceived opportunism,but also explored the moderating roles of perceived uncertainty. The results from Hierarchical Linear Regression analysis showed that the reputation mechanism has a significant negative effect on perceived opportunism. Perceived uncertainty of shopping website's behavior has moderating effect on the relationship between communication mechanism and perceived opportunism. Perceived uncertainty of product has moderating effects on the relationship between monitoring mechanism,reputation mechanism,communication mechanism and perceived opportunism.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2017.04.002
中图分类号:F724.6
引用信息:
[1]刘汉民,张晓庆.网络零售平台治理机制对卖家机会主义行为的影响——以感知不确定性为调节变量[J].商业经济与管理,2017,No.306(04):16-27.DOI:10.14134/j.cnki.cn33-1336/f.2017.04.002.
基金信息:
国家社会科学基金重大项目“新组织理论和组织治理研究”(11&ZD153);国家社会科学基金一般项目“复杂组织目标与效能评估研究”(13BGL004)
2017-05-03
2017-05-03
2017-05-03