| 数字化功能、平台策略与市场绩效的关系研究北大核心CSCDCSSCI |
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| 引用本文： | 数字化功能、平台策略与市场绩效的关系研究.数字化功能、平台策略与市场绩效的关系研究北大核心CSCDCSSCI[J].科学学研究,2022,40(7):1234-1243. |
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| 作者姓名： | 数字化功能、平台策略与市场绩效的关系研究 |
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| 作者单位： | 1. 浙江工商大学工商管理学院;2. 浙江大学紫金港校区管理学院浙江大学管理学院; |
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| 基金项目： | 国家自然科学基金重大项目(72091312)；国家自然科学基金重点项目(71732008)；国家自然科学基金创新研究群体项目(71821002)。 |
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| 摘 要： | 随着数字经济的不断渗透与数字平台的大量涌现,平台模式成为经济发展的重要引擎。虽然现有平台采用了相似的发展策略,但是不同平台的市场绩效存在较大差异,究其原因,平台层特征之一,即平台数字化功能在其中扮演了至关重要的作用。为了深入探究平台数字化功能如何影响平台策略与平台市场绩效之间的关系,本研究基于277份问卷调查数据进行了实证检验。结果发现:(1)平台规模策略、平台排他策略与平台市场绩效之间的关系均受到平台数字化功能的影响;(2)平台规模策略在社群支持功能的影响下,对平台市场绩效的影响更大;(3)平台排他策略在数据赋能功能的影响下,对平台市场绩效的影响更大。本研究从参与者层面和平台层面共同剖析了不同平台市场绩效差异的核心动因,并量化了数字化功能对平台绩效提升的作用效果,贡献于平台绩效管理与数字化功能的相关研究领域。
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| 关 键 词： | 数字化功能 平台策略 平台市场绩效 用户价值 |
| 收稿时间： | 2021-07-05 |
Research on the relationship between platform strategy and platform market performance in the context of digital function |
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| Abstract: | With the continuous penetration of the digital economy and the emergence of a large number of digital platforms, the platform model has become an important engine for economic development. Although the existing platforms adopt similar development strategies, the market performance of different platforms is quite different. The reason is that one of the platform characteristics, the platform-based digital function plays a vital role in the relationship. In order to deeply explore how platform-based digital functions affect the relationship between platform strategy and platform market performance, this research conducted an empirical test based on 277 questionnaire survey data. The results found that: (1) The relationship between platform scale strategy and platform exclusivity strategy and platform market performance are all affected by platform-based digital functions; (2) Platform scale strategy has a greater impact on platform market performance under the influence of community support functions; (3) The platform exclusivity strategy has a greater impact on platform market performance under the influence of the data enabling function. This research analyzes the reasons for the differences in market performance of different platforms from both the participant layer and platform layer, and quantifies the effect of digital functions on platform’s growth, finally contributes to the relevant research fields of platform performance management and digital functions. |
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