Research On Self-operated E-commerce Platformization And Reputation Spillover

In recent years,the platform economy,as a new type of economic form,has developed very rapidly,occupying an increasingly important position in the national economy.This is precisely because the platform business model has obvious competitive advantages.The two-sides platform connects users on both sides and promotes each other under the influence of cross-network externalities.It is easy to form economies of scale in production and consumption.It is getting stronger and the winner can take all.As a result,many traditional enterprises have begun to adopt platformization strategies and shift to platforms.In the field of e-commerce,self-employed e-commerce has also started to seek platformization.Based on self-employed merchants,third-party merchants have been introduced,and they have gradually grown into composite e-commerce developed by self-operated merchants and third-party merchants.In this transformation process,factors such as operating cost and product quality also have a great impetus.This article illustrates this by establishing relevant models.Further,for a composite e-commerce that has two types of merchants at the same time,will the self-employed merchants have a certain impact on third-party merchants?First of all,through theoretical analysis,this article can obtain that due to the particularity of self-employed merchants,in composite e-commerce,third-party merchants will indeed be affected by the high reputation of self-employed merchants,that is,"Reputation Spillover".Then under the influence of the "halo effect" and consumer preference effects,a premium is generated,that is,the product price of the third-party merchant of the composite e-commerce is higher than the third-party merchant of the platform e-commerce.Secondly,this article uses JD,Tmall and Taobao collected and sorted more than 400,000 product data to construct related indicators,and uses a two-way fixed effect model to carry out quantitative verification.The regression results show that compared with the third-party merchants of the platform e-commerce,the third-party merchants of the composite e-commerce are more able to set a higher price.In addition,in the process of platformization,the introduction of third-party merchants with different characteristics will result in different reputation spillover effects,and there will be a certain difference in the size of the premium,which will also affect the effect of platformization of e-commerce.Therefore,this article further examines the heterogeneity of premiums from the aspects of product standardization and high and low price levels of the same type of products.The conclusions are as follows:First,consumers' knowledge of product quality affects the size of the premium.For less standardized products,it is often difficult for consumers to accurately identify the true quality level of such products.As a result,consumers are less informed about the quality of such products,and they pay more attention to the reputation of the merchants.Therefore,the premium of such products is higher.Conversely,for products with a higher degree of standardization,it is easier for consumers to identify the true quality level of such products,so that consumers are more informed about the quality of such products,and thus the premium of such products 'is smaller.Second,the sensitivity of consumers to product prices also affects the size of the premium.Then,if the price level of the same type of product is lower,consumers are less concerned about it,and the change in the price of its products has a greater impact on consumers' purchasing decisions.Therefore,the premium of such products is smaller.Conversely,if the same type of product has a higher price level,consumers tend to pay more attention to the quality of the merchant's reputation.At the same time,consumers are more prudent about the purchase decision,and the price changes of its products often do not affect the consumer's purchase decision.So,the merchant's reputation premium becomes easier and the greater premium that such products can generate.The research in this article can provide a certain reference for composite e-commerce to make full use of the self-employed merchants' reputation Spillover to third-party merchants to generate a premium to seek better platform development.