平台型电商责任追索策略对平台型电商集体声誉的影响研究

文章对平台型电商责任追索策略进行了界定和分类，探索了责任追索策略对平台型电商集体声誉的影响，并引入社会支持理论，对责任追索策略与平台服务策略的协同效应进行了探讨。文章采用了情景实验的方法，实验结果显示：相对于惩罚型责任追索策略，补偿型责任追索策略对平台型电商集体声誉的正向影响更为显著；信息性支持和情感性支持均能够正向调节责任追索策略对平台型电商集体声誉的影响；在线消费者角色同样具有调节作用，对于受害者，补偿型策略比惩罚型策略对平台型电商集体声誉的正向影响更强，对于观察者，两种策略的影响无显著差异。文章为平台型电商市场的声誉管理提供了有益的理论贡献和实践启示。

Impact of Platform E-commerce Liability Recourse Strategy on the Collective Reputation of Platform E-commerce

This study defines and classifies the liability recourse strategies of platform e-commerce, and explores the impact of liability recourse strategies on the collective reputation of platform e-commerce. On this basis, the social support theory is introduced to discuss the synergistic effect between the responsibility recourse strategy and the platform service strategy. This study adopts the method of scenario experiment, and the experimental results show that: compared with punitive liability recourse strategy, compensatory liability recourse strategy has a more significant positive impact on the collective reputation of platform-based e-commerce companies; both informational support and affective support can positively moderate the impact of liability recourse strategy on the collective reputation of platform e-commerce companies; the role of the online consumer also plays a moderating role. For the victim, the compensation strategy has a stronger positive impact on the collective reputation of the platform e-commerce than the punitive demand strategy. For observers, there is no significant difference in the effects of the two strategies.This study provides a useful theoretical contribution and practical inspiration for the reputation management of the platform e-commerce market.