网店运营原因报告.pptx
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网店运营原因报告.pptx
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Storesurvivalinonlinemarketplace:
Anempiricalinvestigation,DecisionSupportSystemsxxx(2012)xxxDECSUP-12223;NoofPages12xxxYouweiWang(a),ShanWang(b),YulinFang(c),PatrickY.K.Chau(d)aSchoolofManagement,FudanUniversity,ChinabSchoolofBusiness,RenminUniversity,ChinacDepartmentofInformationSystems,CityUniversityofHongKong,ChinadFacultyofBusinessandEconomics,TheUniversityofHongKong,China,problem,Toexplainthesurvivalofonlinestoresoperatinginthe“longtail”market,Problemindetail,Hypothesis,Hypothesis1.Themoresocializationeffortsonlinestoresputin,thegreaterthepossibilitytheywillsurvivelonger.Hypothesis2.Comparedtoonlinestoresthatdonotadheretostructuralassuranceprogramsissuedbyshoppingplatforms,storesadheringtotheprogramsaremorelikelytosurvivelonger.Hypothesis3.ThemorepositivetheonlineWOMofonlinestores,themorelikelytheywillsurvivelonger.,outline,IntroductionResearchdesignResultsAdditionalanalysisDiscussionandconclusionImplicationsLimitations,introduction-Reviewsofotherswork:
1、G.Saridakis,K.Mole,D.Storey,NewsmallfirmsurvivalinEngland,Empirica35
(1)(2008)252、S.Li,J.Shang,S.A.Slaughter,Whydosoftwarefirmsfail?
Capabilities,competitiveactions,andfirmsurvivalinthesoftwareindustryfrom1995to2007,InformationSystemsResearch21(3)(2010)631654.3、B.Uzzi,Thesourcesandconsequencesofembeddednessfortheeconomicperformanceoforganizations:
thenetworkeffect,AmericanSociologicalReview61(4)(1996)674698.4、F.F.Surez,J.M.Utterback,Dominantdesignsandthesurvivaloffirms,StrategicManagementJournal16(6)(1995)415430.5、G.R.Carroll,M.Hannan,Densitydelayintheevolutionoforganizationalpopulations:
amodelandfiveempiricaltests,AdministrativeScienceQuarterly34(1989)411430.6、M.Manjn-Antoln,J.Arauzo-Carod,Firmsurvival:
methodsandevidence,Empirica35
(1)(2008)124.7、R.Kauffman,B.Wang,Tuningintothedigitalchannel:
evaluatingbusinessmodelcharacteristicsforInternetfirmsurvival,InformationTechnologyandManagement9(3)(2008)215232.8、L.Cabral,A.Hortacsu,Thedynamicsofsellerreputation:
theoryandevidencefromeBay,TheJournalofIndustrialEconomics58
(1)(2010)5478.9、Z.Lin,D.Li,B.Janamanchi,W.Huang,Reputationdistributionandconsumerto-consumeronlineauctionmarketstructure:
anexploratorystudy,DecisionSupportSystems41
(2)(2006)435448.,Introduction-Detailsoftheproblem:
Introduction-Socialcapital,J.Nahapiet,S.Ghoshal,Socialcapital,intellectualcapital,andtheorganizationaladvantage,TheAcademyofManagementReview23
(2)(1998)242266.:
thesumoftheactualandpotentialresourcesembeddedwithin,availablethrough,andderivedfromthenetworkofrelationshipspossessedbyanindividualorsocialunit.”P.S.Adler,S.W.Kwon,Socialcapital:
prospectsforanewconcept,TheAcademyofManagementReview27
(1)(2002)1740.:
Thesourcesofsocialcapitalarefromthreedimensionsofsocialstructures:
social,hierarchical,andmarketrelations,Socialrelationsandonlinesocialties,socialrelations-thenumberoftiesintheonlinesocialnetworkOnlinesocialmediatools:
SNS,onlineforums,andinstantmessagesoftwareexchangeideas,maintainsocialconnections,andmakefriends,Theseresourcesinclude:
1、Theknowledgeofrunninganonlinestore2、Theknowledgeoncompetitiondynamics,customerpreferenceandsupplies3、Theonlinesocialnetworkhelpsmaintainstoreownersentrepreneurialpassion,enhancesthesellerssenseofaffiliationandemotionalattachmenttoe-Commerceandonlinemarketplace,andencouragesthelongersurvivalofanonlinestore4、Becausesomefriends/usersarealsobuyers,thesocialnetworkcanhelpsellerstoexpandtheirmarketbaseHypothesis1.Themoresocializationeffortsonlinestoresputin,thegreaterthepossibilitytheywillsurvivelonger,Hierarchicalrelationsandstructuralassurance,platformsstructuralassuranceprogramsStructuralassurance:
institutionalstructures,suchasguarantees,regulations,legalrecourse,orotherpolicies,whichareestablishedtopromoteonlineexchange.consumerrightssafeguardingprograms,Theadoptionofstructuralassuranceprogramscanenhanceonlinestoresurvivalchanceforthefollowingreasons:
1、higherproductandservicequalityandtheirhonestyandcommitmenttoonlinetransactions,whichenhancethetrustworthinessofthesellersasperceivedbybuyergroups2、suchprogramsareendorsedbytheplatform,buyersarepronetotransfertheirtrusttowardintermediariestosellersTherefore,enhancedsellerreputationandconsumertrustmaymaketheadoptingsellersstandbetterchancestosurviveonlinecompetitions.Hypothesis2.Comparedtoonlinestoresthatdonotadheretostructuralassuranceprogramsissuedbyshoppingplatforms,storesadheringtotheprogramsaremorelikelytosurvivelonger,Marketrelationsandonlineword-of-mouth(WOM),OnlineWOM:
messagesaboutaselleranditsproducts/servicescommunicatedwithincustomerspersonalnetworks,isaproductofmarketrelationsbetweensellersandbuyerse-mail,BBS,blog,andonlineforum,1、Betterreviewsmeasuredbyalargenumberofreviews,positiveratings,andhigherreviewqualitycansignificantlypromoteconsumerpurchaseintentionandproductsales2、onlineWOMcanengendertwotypesofeffects:
awarenessandpersuasiveeffects3、thesalespremiumgeneratedbyonlineWOMfinanciallysupportssellerslongersurvival4、theappreciationgivenbygratefulcustomersthatareembeddedinonlineWOMalsoencouragessellerstoadvancetheirbusinessesHypothesis3.ThemorepositivetheonlineWOMofonlinestores,themorelikelytheywillsurvivelonger.,Researchdesign-researchsite,Researchsite:
ChineseonlinemarketplaceFirst,e-CommerceinChinaisdevelopingrapidlySecond,shoppingplatformsinChinahavefullexploredtheapplicationsofsocialnetworkmediainfacilitatingonlinesalesdrawalargesample、wideuseofonlinesocialmedia-theexploration(theroleofsocialrelations),Researchdesign-data,womandress,andcellphoneN=5772T1:
thebeginningofDecemberof2009-collectvariablesT2:
Sixmonthslater-whowerestilloperatingtheirbusinesses,womandress:
38.4%cellphone:
33.2%.Onaverage:
37.0%theonlinemarket:
turbulent,Researchdesign-measurement,Lifespanofonlinestorefronts:
Datesofstoreclosure-establishmentT2-establishment,Researchdesign-measurement,Onlinesocialties:
SNSfriendnumber:
thenumberoffriends/age(inweeks)Socializationactivitiesindiscussionforum:
numberofarticlespublishedperweekandnumberofcomments/feedbacksreceivedperweek,Researchdesign-measurement,Structuralassurance:
TheenrollmentstatusofConsumerRightsSafeguardingProgramFaithfulDescription,Researchdesign-measurement,OnlineWOM:
faithfuldescriptionoflistingproducts,serviceattitudesthroughoutthetransaction,andproductdispatchingspeedmDSR:
overallservicequality(theaverageDSRratingacrossthreedimensions)vDSR:
tomeasureconsistencyofDSRratings,Researchdesign-measurement,Controlvariables:
ratioofpositiveratingsnumberofproductsratioofdigitalproducts:
measuredbythepercentagesofdigitalproductssoldhistoricallybyastorestoreage,Researchdesign-measurement,SurvivalanalysisCoxsproportionalhazardregressionmodel(Coxmodel)h0(t)isthebaselinehazardfunctionT:
lifespanofsellersX1,Xk:
explanatoryvariables1k:
parameterstobeestimatedSPSS(Version15.0),Results,didntfindsupportforHypothesis1.foundsupportforHypothesis2.ProvidepartialsupportforHypothesis3.,Additionalanalysis,1、regressedthenumberoffriendsonthesellerageandcalculatedstandardresiduals2、appliedsimilartechniques:
numberofarticlespublishedandthenumberofcommentsreceivedinonlineforumperweek3、postingsinitiatedandcomments-calculatingaratioofcommentsreceivedtoarticlespublished4、plottedtheaverageDSRratingsagainststoreageatT1andobservethepatterns5、regressaverageDSRratingsonstoreage:
regressioncoefficientis0.372,Discussionandconclusion,Whydointimaterelationshipwithpotentialbuyers/sellersinSNSpersonalspacenotreadilytransformtobusiness?
Discussionandconclusion,First,consumersmightbealerttotheirparadoxicalrelationshipswithsellersthatarecharacterizedbyfalseintimacyandcommercialexchangesSecond,SNSintegratedintoashoppingplatformisstillnew,andittakestimeforsellerstoenrichtheiraccountandrelationships,andtransformrelationshipsintorealbusiness.Third,itcouldalsosimplybecausesellerslackexperiencesonhowtomarkettheirproductsonSNSnetworks.,Discussionandconclusion,WhyaverageDSRratingswerefoundtonegativelyrelatetosurvivalchancesofonlinestores?
Discussionandconclusion,theWebinterfacedesignoftheshoppingplatformFirst,althoughthreedimensionsofDSRratingsofeachstorearevisibletobuyergroups,thereisnoanchoringpointforbuyerstoevaluatetherelativegoodnessofonestoresratings.Second,DSRratingsareunderminedduringtheperiodofmarketingactivities.Third,fromsellersperspective,DSRratingsarenotsoimportantrelativetoanotherratingscaleofratioofpositiveratings.,Researchimplications,First,itcontributestothesocialcapitaltheorybyenrichingthesubstanceofhierarchicalandmarketrelationsSecond,thisresearchcontributestothefirmsurvivalliteraturebystudyinganewfirmcategory,onlinestores,andsuggestsimportantantecedentsoftheirsurvivalThird,byadoptingtheframeworkof1,thisresearchcouldintegrateimportantsourcesofsocialcapitaltogether,andprovideasystematicexplanationsofonlinestoresurvival.,Practicalimplications,First,becautiousintheirusageofonlinesocialnetworkingapplicationsFore-Commerceplatforms,theeffectivenessofSNSinpromotingonlinestorebusinessshouldalsobequestionedsinceitisawkwardtosellproductsto“friends”.,Practicalimplications,Second,ourstudysuggest
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