4373 
7995认识到电商平台交易越来越重要和更加普及，文章试图在现有研究的基础上探究有效的电商平台治理机制，研究控制、公平和定制化这三种平台治理机制对卖方用户忠诚的有效性。依据品牌依恋理论，研究三种治理机制起作用的内在机理，并探究平台品牌转换成本对三种治理机制的调节作用。通过调查177个在主要电商平台上交易的卖方用户企业，研究结果显示，控制、公平和定制化三种平台治理机制会分别通过提高卖方用户绩效满意、关系满意和自我概念连接来提高其对平台的忠诚度。而平台品牌转换成本只对公平和定制化的治理效果起调节作用，即当平台品牌转换成本低时，公平和定制化会更加有效地提高关系满意和自我概念连接，进而提高卖方用户忠诚度。
电商平台对卖方用户企业的治理机制研究——以品牌依恋理论为视角
摘要
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引用本文
陈莹. 电商平台对卖方用户企业的治理机制研究——以品牌依恋理论为视角[J]. 上海财经大学学报, 2019, 21(2): 106-123.
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