电商平台信用机制与用户嵌入性梯度效应及作用机制

电商交易流量红利趋于放缓的形势下,增强用户嵌入性、创造平台的长期价值成为电商平台治理面临的重要挑战。本文研究信用机制三个要素(印章、评价、契约)对用户嵌入性的递进梯度效应,同时,基于"认知-情感"框架,进一步揭示二者之间的中介机制,即在认知与情感双路径中间构建一条链式中介路径,最终形成双元反向链式中介模型。运用结构方程模型进行实证研究,结果表明:三个要素对用户嵌入性呈现逐级递增的正向影响,其中,风险感知与信任在印章、契约机制与用户嵌入关系中起到链式中介作用;评价机制对用户的信任影响不显著,而信用评价机制的规则设计、内容真实度是难以形成用户信任的主要原因。本研究对于拓展平台信用理论具有重要的启示,并为实践中如何构建信用体系和促进用户深度嵌入到平台进而创造平台的长期价值提供有益视角。

E-commerce Platform Credit Mechanism and User Embeddedness Gradient Effect and Mechanism

Under the situation that the transaction flow bonus of e-commerce tends to slow down, enhancing the user embeddedness and creating the long-term value of the platform become an important challenge for e-commerce platform governance.This paper studies the gradual gradient effect of three elements of credit mechanism(seal, evaluation and contract) on user embeddedness. Meanwhile, based on the framework of "cognition emotion",it further reveals the intermediary mechanism between them, that is, to build a chain intermediary path between cognition and emotion, and finally form a dual reverse chain intermediary model.The paper uses structural equation model for empirical research.The results show that the three factors have a positive impact on user embeddedness, among which risk perception and trust play a chain intermediary role in seal, contract mechanism and user embeddedness;the evaluation mechanism has no significant influence on user′s trust, and the main reasons for the difficulty in forming user trust are the rule design and content authenticity of credit evaluation mechanism.This study has important implications for the development of platform credit theory, and provides a useful perspective on how to build a credit system in practice and how to promote the deep embeddedness of users into the platform to create the long-term value of the platform.