Research On The Impact Of Rule-breaking Behavior Types Of Platform Sellers On Platform Enterprise Reputation

With the rapid development of the Internet industry,the e-commerce market has become an important factor in boosting China's economic growth.Numbers of platform enterprises have already set up standardized and normative rules for managing as well as restraining the market,but there are still numerous problems about rule-breaking behavior of platform sellers in platform-mediated network market.The result is that the interests of consumers and the platform enterprises reputation are both threatened.Researching the rule-breaking behavior of platform sellers and its influence mechanism on platform enterprises reputation would help platform enterprises to deal with reputation crisis and to strengthen management responsibilities.First and foremost,considering the researches on individual rule-breaking behavior under the background of e-commerce platform are very scattered and lack of theoretical basis,this research defines the definition of rule-breaking behavior of platform sellers through making a systematic summary of the literatures about rule-breaking behavior,breach of contract behavior and institutional boundary.Moreover,this research divides the rule-breaking behavior into two types,which refers to actual breach of contract behavior of platform sellers and platform sellers'behavior in institutional boundary.Furthermore,the study established a research model.To advance the research model,this study considered product types and platform sellers reputation as two moderators and institutional trust as a mediator.Furthermore,the study has done an empirical study to figure out how rule-breaking behavior of platform sellers impacts on platform enterprises reputation with the help of reputation theories,cues theory and the theory of customer expectation.This study implemented 3×2×2 experiment design to research the relationships between each variables.The study has designed 12 different questionnaires through simulated methods to test the participants' response to institutional trust and platform enterprises reputation.The conclusions are as follows:1.Rule-breaking behavior of platform sellers has significant negative influence on institutional trust and platform enterprises reputation.Compared to platform sellers' behavior in institutional boundary,the actual breach of contract behavior of platform sellers has stronger negative influence.2.Institutional trust has positive influence on platform enterprises reputation while the rule-breaking behavior of platform sellers is considered as an independent variable.And rule-breaking behavior of platform sellers impacts platform enterprises reputation through institutional trust.3.For different platform sellers reputation,the influence of rule-breaking behavior of platform sellers on institutional trust is different.Compared to low platform sellers reputation,rule-breaking behavior of platform sellers has a stronger negative influence on institutional trust and platform enterprises reputationwhile the platform sellers reputation is high.4.For different product types,the influence of rule-breaking behavior of platform sellers on institutional trust is different.Compared to experiencing type products,rule-breaking behavior of platform sellers has a stronger negative influence on institutional trust and platform enterprises reputation if consumers buy searching type products.As for the theoretical contributions,this research defined the definition of rule-breaking behavior of Platform sellers which helped to enrich the research in the fields of platform e-commerce and rule-breaking behavior.In addition,this study proved the correlation between institutional trust and platform enterprises reputation,and took the complexity as well as the differentiation of different variables into account which helped to deepen the research related to reputation theory,cue theory and the management of platform-mediated network market.Practically,it's significant in instructing the platform enterprises to strengthen managing responsibility and realize scientific as well as delicacy management.