近日，市场营销系池韵佳副教授作为第一作者在商学领域重要期刊Journal of Business Research（JBR）上发表研究论文《Competition or spillover? Effects of platform-owner entry on provider commitment》。该期刊专注于把商业理论运用到实践之中，是JCR一区的学术期刊，影响因子达7.55，在业界和学术界都具有影响力的国际主流商学（工商管理）期刊。

  该论文主要聚焦于平台所有者在自己的平台上销售与第三方卖家类似的产品这一现象，即平台所有者进入。该研究探讨平台所有者进入对第三方卖家平台承诺的影响。该文提出了两种竞争机制来解释平台所有者进入的影响:竞争机制和溢出机制。具体而言，竞争机制表明，平台所有者的进入对第三方卖家构成了竞争威胁，从而降低了第三方卖家对平台的承诺；而溢出机制则表明，平台所有者的进入提升了消费者对平台的认知，从而使第三方卖家受益，增加了他们对平台的承诺。此外，该研究还提出了竞争机制和溢出机制的理论边界，即平台支持力度。当平台支持力度高时，平台所有者进入通过溢出机制增加第三方卖家对平台的承诺；当平台支持力度低时，平台所有者进入通过竞争机制减少第三方卖家对平台的承诺。

  Journal of Business Research（JBR）期刊专注于把商业理论运用到实践之中，是JCR一区的学术期刊，影响因子达7.55，在业界和学术界都具有影响力的国际主流商学（工商管理）期刊。

论文摘要：

Platform owners occasionally enter third-party providers’ markets with similar offerings. This study investigates the influence of such platform-owner entry on third parties’ commitment to a platform. We posit two competing mechanisms that explain the impact of platform-owner entry: the competition and spillover mechanisms. The competition mechanism suggests that a platform owner’s entry dampens third-party providers’ commitment, primarily due to intensified competition, while the spillover mechanism predicts the opposite effect because of increased consumer awareness. Furthermore, we contend that under high (low) platform support, the mediating role of the spillover (competition) effect is strengthened. To test these propositions, we conducted a survey and collected data from platform providers in multiple industries. Overall, our findings support our hypotheses, which suggest that platform-owner entry is a double-edge sword. The entry may crowd out third-party providers, but it can also be a win-win for a platform and providers in the context of high platform support.

原文链接：https://doi.org/10.1016/j.jbusres.2021.12.073

文字：浮生

审核：包玉泽

编辑：丁洁