网店运营原因报告.pptx

网店运营原因报告.pptx

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Storesurvivalinonlinemarketplace:

AnempiricalinvestigationDecisionSupportSystemsxxx（2012）xxxDECSUP-12223;NoofPages12xxxYouweiWang（a）,ShanWang（b）,YulinFang（c）,PatrickY.K.Chau（d）aSchoolofManagement,FudanUniversity,ChinabSchoolofBusiness,RenminUniversity,ChinacDepartmentofInformationSystems,CityUniversityofHongKong,ChinadFacultyofBusinessandEconomics,TheUniversityofHongKong,ChinaproblemToexplainthesurvivalofonlinestoresoperatinginthe“longtail”marketProblemindetailHypothesisHypothesis1.Themoresocializationeffortsonlinestoresputin,thegreaterthepossibilitytheywillsurvivelonger.Hypothesis2.Comparedtoonlinestoresthatdonotadheretostructuralassuranceprogramsissuedbyshoppingplatforms,storesadheringtotheprogramsaremorelikelytosurvivelonger.Hypothesis3.ThemorepositivetheonlineWOMofonlinestores,themorelikelytheywillsurvivelonger.outlineIntroductionResearchdesignResultsAdditionalanalysisDiscussionandconclusionImplicationsLimitationsintroduction-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-SocialcapitalJ.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,andmarketrelationsSocialrelationsandonlinesocialtiessocialrelations-thenumberoftiesintheonlinesocialnetworkOnlinesocialmediatools:

SNS,onlineforums,andinstantmessagesoftwareexchangeideas,maintainsocialconnections,andmakefriendsTheseresourcesinclude：

1、Theknowledgeofrunninganonlinestore2、Theknowledgeoncompetitiondynamics,customerpreferenceandsupplies3、Theonlinesocialnetworkhelpsmaintainstoreownersentrepreneurialpassion,enhancesthesellerssenseofaffiliationandemotionalattachmenttoe-Commerceandonlinemarketplace,andencouragesthelongersurvivalofanonlinestore4、Becausesomefriends/usersarealsobuyers,thesocialnetworkcanhelpsellerstoexpandtheirmarketbaseHypothesis1.Themoresocializationeffortsonlinestoresputin,thegreaterthepossibilitytheywillsurvivelongerHierarchicalrelationsandstructuralassuranceplatformsstructuralassuranceprogramsStructuralassurance:

institutionalstructures，suchasguarantees,regulations,legalrecourse,orotherpolicies,whichareestablishedtopromoteonlineexchange.consumerrightssafeguardingprogramsTheadoptionofstructuralassuranceprogramscanenhanceonlinestoresurvivalchanceforthefollowingreasons：

1、higherproductandservicequalityandtheirhonestyandcommitmenttoonlinetransactions,whichenhancethetrustworthinessofthesellersasperceivedbybuyergroups2、suchprogramsareendorsedbytheplatform,buyersarepronetotransfertheirtrusttowardintermediariestosellersTherefore,enhancedsellerreputationandconsumertrustmaymaketheadoptingsellersstandbetterchancestosurviveonlinecompetitions.Hypothesis2.Comparedtoonlinestoresthatdonotadheretostructuralassuranceprogramsissuedbyshoppingplatforms,storesadheringtotheprogramsaremorelikelytosurvivelongerMarketrelationsandonlineword-of-mouth（WOM）OnlineWOM:

messagesaboutaselleranditsproducts/servicescommunicatedwithincustomerspersonalnetworks,isapro