4484 
8114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
参考文献
1 李小玲,任星耀,郑煦. 电子商务平台企业的卖家竞争管理与平台绩效——基于VAR模型的动态分析[J]. 南开管理评论,2014,(5). DOI:10.3969/j.issn.1008-3448.2014.05.016
4 吴德胜,任星耀. 网上拍卖交易机制有效性研究——来自淘宝网面板数据的证据[J]. 南开管理评论,2013,(1). DOI:10.3969/j.issn.1008-3448.2013.01.006
6 Ahearne M,Rapp A,Hughes D E,et al. Managing sales force product perceptions and control systems in the success of new product introductions[J]. Journal of Marketing Research,2010,47(4):764–776 DOI:10.1509/jmkr.47.4.764
7 Ahluwalia R,Burnkrant R E,Unnava H R. Consumer response to negative publicity:The moderating role of commitment[J]. Journal of Marketing Research,2000,37(2):203–214 DOI:10.1509/jmkr.37.2.203.18734
8 Anderson E,Weitz B. The use of pledges to build and sustain commitment in distribution channels[J]. Journal of Marketing Research,1992,29(1):18–34 DOI:10.1177/002224379202900103
9 Ansari A,Mela C F. E-customization[J]. Journal of Marketing Research,2003,40(2):131–145 DOI:10.1509/jmkr.40.2.131.19224
10 Argyres N,Mayer K J. Contract design as a firm capability:An integration of learning and transaction cost perspectives[J]. Academy of Management Review,2007,32(4):1060–1077 DOI:10.5465/amr.2007.26585739
11 Armstrong J S,Overton T S. Estimating nonresponse bias in mail surveys[J]. Journal of Marketing Research,1977,14(3):396–402 DOI:10.1177/002224377701400320
12 Belk R W. Possessions and the extended self[J]. Journal of Consumer Research,1988,15(2):139–168 DOI:10.1086/jcr.1988.15.issue-2
13 Belk R W,Coon G S. Gift giving as agapic love:An alternative to the exchange paradigm based on dating experiences[J]. Journal of Consumer Research,1993,20(3):393–417 DOI:10.1086/jcr.1993.20.issue-3
14 Bergen M,Dutta S,Walker Jr O C. Agency relationships in marketing:A review of the implications and applications of agency and related theories[J]. Journal of Marketing,1992,56(3):1–24 DOI:10.1177/002224299205600301
15 Bowlby J. The making and breaking of affectional bonds[M]. London: Tavistock, 1979.
16 Bowlby J. Attachment and loss: Volume 3. loss[M]. New York: Basic Books, 1980.
17 Brown J R,Cobb A T,Lusch R F. The roles played by interorganizational contracts and justice in marketing channel relationships[J]. Journal of Business Research,2006,59(2):166–175 DOI:10.1016/j.jbusres.2005.04.004
18 Brown J R,Dev C S,Lee D J. Managing marketing channel opportunism:The efficacy of alternative governance mechanisms[J]. Journal of Marketing,2000,64(2):51–65 DOI:10.1509/jmkg.64.2.51.17995
19 Brown S P,Peterson R A. The effect of effort on sales performance and job satisfaction[J]. Journal of Marketing,1994,58(2):70–80 DOI:10.1177/002224299405800206
20 Chakravarty A,Kumar A,Grewal R. Customer orientation structure for internet-based business-to-business platform firms[J]. Journal of Marketing,2014,78(5):1–23 DOI:10.1509/jm.12.0442
21 Chaplin L N,Roedder John D. The development of self-brand connections in children and adolescents[J]. Journal of Consumer Research,2005,32(1):119–129 DOI:10.1086/jcr.2005.32.issue-1
22 Chin W W. The partial least squares approach to structural equation modeling[A]. Marcoulides G A. Modern methods for business research[M]. Mahwah, New Jersey: Lawrence Erlbaum Associates, 1998.
23 Churchill Jr G A. A paradigm for developing better measures of marketing constructs[J]. Journal of Marketing Research,1979,16(1):64–73 DOI:10.1177/002224377901600110
24 Efron B, Tibshirani R J. An introduction to the bootstrap[M]. New York: Chapman Hall, 1993.
25 Fedorikhin A,Park C W,Thomson M. Beyond fit and attitude:The effect of emotional attachment on consumer responses to brand extensions[J]. Journal of Consumer Psychology,2008,18(4):281–291 DOI:10.1016/j.jcps.2008.09.006
26 Fornell C. A national customer satisfaction barometer:The Swedish experience[J]. Journal of Marketing,1992,56(1):6–21 DOI:10.1177/002224299205600103
27 Fornell C,Larcker D F. Evaluating structural equation models with unobservable variables and measurement error[J]. Journal of Marketing Research,1981,18 (1):39–50 DOI:10.1177/002224378101800104
28 Fournier S. Consumers and their brands:Developing relationship theory in consumer research[J]. Journal of Consumer Research,1998,24(4):343–373 DOI:10.1086/jcr.1998.24.issue-4
29 Franke N,Schreier M,Kaiser U. The " I designed it myself” effect in mass customization[J]. Management Science,2010,56(1):125–140 DOI:10.1287/mnsc.1090.1077
30 Fryxell G E,Dooley R S,Vryza M. After the ink dries:The interaction of trust and control in US-based international joint ventures[J]. Journal of Management Studies,2002,39(6):865–886 DOI:10.1111/joms.2002.39.issue-6
33 Ghosh M,John G. Strategic fit in industrial alliances:An empirical test of governance value analysis[J]. Journal of Marketing Research,2005,42(3):346–357 DOI:10.1509/jmkr.2005.42.3.346
34 Grewal R,Chakravarty A,Saini A. Governance mechanisms in business-to-business electronic markets[J]. Journal of Marketing,2010,74(4):45–62 DOI:10.1509/jmkg.74.4.045
35 Grewal R,Comer J M,Mehta R. An investigation into the antecedents of organizational participation in business-to-business electronic markets[J]. Journal of Marketing,2001,65(3):17–33 DOI:10.1509/jmkg.65.3.17.18331
36 Grisaffe D B,Nguyen H P. Antecedents of emotional attachment to brands[J]. Journal of Business Research,2011,64(10):1052–1059 DOI:10.1016/j.jbusres.2010.11.002
37 Hagiu A,Wright J. Marketplace or reseller?[J]. Management Science,2015,61(1):184–203 DOI:10.1287/mnsc.2014.2042
38 Hair J F, Anderson R E, Tatham R L, et al. Multivariate data analysis[M]. 5th ed. Upper Saddle River, NJ: Prentice Hall, 1998.
39 Hauser J R,Simester D I,Wernerfelt B. Customer satisfaction incentives[J]. Marketing Science,1994,13(4):327–350 DOI:10.1287/mksc.13.4.327
40 Heide J B,John G. Do norms matter in marketing relationships?[J]. Journal of Marketing,1992,56(2):32–44 DOI:10.1177/002224299205600203
42 Heide J B,Weiss A M. Vendor consideration and switching behavior for buyers in high-technology markets[J]. Journal of Marketing,1995,59(3):30–43 DOI:10.1177/002224299505900303
43 Henseler J, Ringle C M, Sinkovics R R. The use of partial least squares path modeling in international marketing[A]. Sinkovics R R, Ghauri P N. Advances in international marketing[M]. Bingley, UK: Emerald, 2009: 277–319.
44 Hulland J. Use of partial least squares (PLS) in strategic management research:A review of four recent studies[J]. Strategic Management Journal,1999,20(2):195–204 DOI:10.1002/(ISSN)1097-0266
45 Jap S D,Anderson E. Testing a life-cycle theory of cooperative interorganizational relationships:Movement across stages and performance[J]. Management Science,2007,53(2):260–275 DOI:10.1287/mnsc.1060.0610
46 Jap S D,Ganesan S. Control mechanisms and the relationship life cycle:Implications for safeguarding specific investments and developing commitment[J]. Journal of Marketing Research,2000,37(2):227–245 DOI:10.1509/jmkr.37.2.227.18735
47 Jiang B J,Jerath K,Srinivasan K. Firm strategies in the " mid tail” of platform-based retailing[J]. Marketing Science,2011,30(5):757–775 DOI:10.1287/mksc.1110.0656
48 Jones M A,Reynolds K E,Mothersbaugh D L,et al. The positive and negative effects of switching costs on relational outcomes[J]. Journal of Service Research,2007,9(4):335–355 DOI:10.1177/1094670507299382
49 Keller K L. Brand synthesis:The multidimensionality of brand knowledge[J]. Journal of Consumer Research,2003,29(4):595–600 DOI:10.1086/346254
50 Kleine Ⅲ R E,Kleine S S,Kernan J B. Mundane consumption and the self:A social-identity perspective[J]. Journal of Consumer Psychology,1993,2(3):209–235 DOI:10.1016/S1057-7408(08)80015-0
51 Kohli A K,Shervani T A,Challagalla G N. Learning and performance orientation of salespeople:The role of supervisors[J]. Journal of Marketing Research,1998,35(2):263–274 DOI:10.1177/002224379803500211
52 Konsynski B, Warbelow A, Kokuryo J. AUCNET: TV auction network system[R]. Harvard Business School Case No. 190001, 1989.
53 Kumar K,Van Dissel H G,Bielli P. The merchant of Prato-revisited:Toward a third rationality of information systems[J]. MIS Quarterly,1998,22(2):199–226 DOI:10.2307/249395
54 Kumar N,Scheer L K,Steenkamp J B E M. The effects of perceived interdependence on dealer attitudes[J]. Journal of Marketing Research,1995,32(3):348–356 DOI:10.1177/002224379503200309
55 Kumar N,Stern L W,Achrol R S. Assessing reseller performance from the perspective of the supplier[J]. Journal of Marketing Research,1992,29(2):238–253 DOI:10.1177/002224379202900208
56 Lam S Y,Shankar V,Erramilli M K,et al. Customer value,satisfaction,loyalty,and switching costs:An illustration from a business-to-business service context[J]. Journal of the Academy of Marketing Science,2004,32(3):293–311 DOI:10.1177/0092070304263330
57 Lee D Y. Power,conflict and satisfaction in IJV supplier—Chinese distributor channels[J]. Journal of Business Research,2001,52(2):149–160 DOI:10.1016/S0148-2963(99)00067-3
58 Leifer R,Mills P K. An information processing approach for deciding upon control strategies and reducing control loss in emerging organizations[J]. Journal of Management,1996,22(1):113–137 DOI:10.1177/014920639602200105
59 Lorenzoni G,Lipparini A. The leveraging of interfirm relationships as a distinctive organizational capability:A longitudinal study[J]. Strategic Management Journal,1999,20(4):317–338 DOI:10.1002/(ISSN)1097-0266
60 Lusch R F,Brown J R. Interdependency,contracting,and relational behavior in marketing channels[J]. Journal of Marketing,1996,60(4):19–38 DOI:10.2307/1251899
61 Lydon J E, Burton K, Menzies-Toman D. Commitment calibration with the relationship cognition toolbox[A]. Baldwin M W. Handbook of interpersonal cognition[M]. New York: Guilford Press, 2005: 126–152.
62 Macneil I R. The new social contract[M]. New Haven, CT: Yale University Press, 1980.
63 Markus H,Nurius P. Possible selves[J]. American Psychologist,1986,41(9):954–969 DOI:10.1037/0003-066X.41.9.954
64 Mehta R,Belk R W. Artifacts,identity,and transition:Favorite possessions of Indians and Indian immigrants to the United States[J]. Journal of Consumer Research,1991,17(4):398–411 DOI:10.1086/jcr.1991.17.issue-4
65 Morgan R M,Hunt S D. The commitment-trust theory of relationship marketing[J]. Journal of Marketing,1994,58(3):20–38 DOI:10.1177/002224299405800302
66 Parish J T,Holloway B B. Consumer relationship proneness:A reexamination and extension across service exchanges[J]. Journal of Services Marketing,2010,24(1):61–73 DOI:10.1108/08876041011017899
67 Park C W,MacInnis D J. What’s in and what’s out:Questions on the boundaries of the attitude construct[J]. Journal of Consumer Research,2006,33(1):16–18 DOI:10.1086/jcr.2006.33.issue-1
68 Park C W, MacInnis D J, Priester J. Brand attachment: Construct, consequences and causes[M]. Boston, MA: Now Publishers, 2008.
69 Park C W,MacInnis D J,Priester J,et al. Brand attachment and brand attitude strength:Conceptual and empirical differentiation of two critical brand equity drivers[J]. Journal of Marketing,2010,74(6):1–17 DOI:10.1509/jmkg.74.6.1
70 Pierce J L,Kostova T,Dirks K T. The state of psychological ownership:Integrating and extending a century of research[J]. Review of General Psychology,2003,7(1):84–107 DOI:10.1037/1089-2680.7.1.84
71 Price L L,Arnould E J. Commercial friendships:Service provider-client relationships in context[J]. Journal of Marketing,1999,63(4):38–56
72 Ringle C M, Wende S, Will A. Smart PLS 2.0[M]. Hamburg, Germany: University of Hamburg, 2005.
73 Roth K,Nigh D. The effectiveness of headquarters-subsidiary relationships:The role of coordination,control,and conflict[J]. Journal of Business Research,1992,25(4):277–301 DOI:10.1016/0148-2963(92)90025-7
74 Schouten J W,McAlexander J H. Subcultures of consumption:An ethnography of the new bikers[J]. Journal of Consumer Research,1995,22(1):43–61 DOI:10.1086/jcr.1995.22.issue-1
75 Schultz S E, Kleine Ⅲ R E, Kernan J B. These are a few of my favorite things: Toward an explication of attachment as a consumer behavior construct[A]. Srull T. Advances in consumer research[M]. Provo, UT: Association for Consumer Research, 1989: 359–366.
76 Shavitt S, Nelson M. The social identity function in person perception: Communicated meanings of product preferences[A]. Maio G, Olson J. Why we evaluate: Function of attitudes[M]. Mahwah, NJ: Erlbaum, 1999: 37–57.
77 Sheth J N,Parvatiyar A. Relationship marketing in consumer markets:Antecedents and consequences[J]. Journal of the Academy of Marketing Science,1995,23(4):255–271 DOI:10.1177/009207039502300405
79 Silverthorne S. New research explores multi-sided markets[J]. HBS Working Knowledge, （March 13）, （accessed June 4, 2014）, http://hbswk.hbs.edu/item/5237.html, 2006.
80 Thomson M. Human brands:Investigating antecedents to consumers’ strong attachments to celebrities[J]. Journal of Marketing,2006,70(3):104–119 DOI:10.1509/jmkg.70.3.104
81 Thomson M,MacInnis D J,Park C W. The ties that bind:Measuring the strength of consumers’ emotional attachments to brands[J]. Journal of Consumer Psychology,2005,15(1):77–91 DOI:10.1207/s15327663jcp1501_10
82 Tsai S P. Fostering international brand loyalty through committed and attached relationships[J]. International Business Review,2011,20(5):521–534 DOI:10.1016/j.ibusrev.2010.10.001
83 Wathne K H,Biong H,Heide J B. Choice of supplier in embedded markets:Relationship and marketing program effects[J]. Journal of Marketing,2001,65(2):54–66 DOI:10.1509/jmkg.65.2.54.18254
84 Wong C S,Law K S. Managing localization of human resources in the PRC:A practical model[J]. Journal of World Business,1999,34(1):26–40 DOI:10.1016/S1090-9516(99)00005-X
85 Wuyts S,Geyskens I. The formation of buyer-supplier relationships:Detailed contract drafting and close partner selection[J]. Journal of Marketing,2005,69(4):103–117 DOI:10.1509/jmkg.2005.69.4.103
86 Zeng J,Glaister K W. Competitive dynamics between multinational enterprises and local internet platform companies in the virtual market in China[J]. British Journal of Management,2016,27(3):479–496 DOI:10.1111/bjom.2016.27.issue-3
87 Zhu F,Iansiti M. Entry into platform-based markets[J]. Strategic Management Journal,2012,33(1):88–106 DOI:10.1002/smj.v33.1
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.
导出参考文献，格式为：
