The Influence Study Of E-Commerce Industry Park Service Capability On Online Retailer’ Agglomeration Willingness

In recent years, e-commerce in China has been rapidly development, and gradually becomes the backbone to push the economy of the whole society to accelerated development. In the process of China’s e-commerce development, in order to acquire complementary resources, online retailers have showed a distinct character of agglomeration. The development of e-commerce enterprises’agglomeration has also brought the e-commerce industry park construction to the climax, the subject of the industry park operation has taken a series of measures to attract enterprises to be settled down. But because of the lack of theoretical support and the single means of attracting, the willingness to be settled down is not strong, operation effect is not ideal. In other fields, the study of agglomeration theory has been mature, but the development study in the field of e-commerce is still very lack. Is the traditional agglomeration theory applicable to the e-commerce industry cluster? What are the factors affecting the agglomerationwillingnessof online retailers? What service ability should the e-commerce industry park improve to promote the agglomeration of e-commerce enterprises? These questions are not only several issues concerned by some scholars and more managers of the e-commerce industry park, but also affecting the development of China’s e-commerce industry.This paper, from the view of resource perspective, with the help of the agglomeration theory and the theory of consumer behavior, in accordance with the basic logic:"service ability-service cognition-agglomeration willingness", constructs the model of service ability influences the willingness of agglomeration. In the model, the service ability is divided into logistics service ability, knowledge service ability, technology service ability and financing service ability; service cognition is divided into perceived functional value and perceived social value. And based on the background of the rapid development of the retail network, this paper takes the network retailers as the research object. Firstly, through the carding of the industry agglomeration theory from home and abroad, to provide a theory basis and rational perspective to look for the agglomeration driven factors for the study; secondly, through reading literatures and interviews, to provide a reasonable basis for division of the industry park service ability; thirdly, based on the theoretical model of consumer behavior, to raise the theoretical model of this study, aiming to research how the industry park service ability influences the service cognition and further the agglomeration willingness of network retailers; finally, by investigating the network retailers in Zhejiang province and a total recovery of154copies of valid data, to test and amend the model by using the regression analysis according to the empirical results, expounding corresponding management suggestions according to the conclusion of the empirical research, pointing out the deficiencies of this study and prospecting the future of the research.Main findings of this paper are as follows:(1) The influences of service capability’s four dimensionalities onservice cognition are various. Specifically, logistics service ability, knowledge service ability, technology service ability and financing service ability have positive effects on perceived functional value; knowledge service ability, technology service ability and financing service ability have positive effects on perceived social value.(2) The service cognition has a direct positive effect onagglomeration willingness, both the perceived functional value and the perceived social value have a direct positive effect on agglomeration willingness.(3)Service cognition mediates the effects of service capability oncluster intention. And different dimensions of service cognition was the mediator variable between service capability and cluster invention.