网店运营原因报告.pptx

1、Store survival in online marketplace:An empirical investigationDecision Support Systems xxx(2012)xxxDECSUP-12223;No of Pages 12xxxYouwei Wang(a),Shan Wang(b),Yulin Fang(c),Patrick Y.K.Chau(d)a School of Management,Fudan University,Chinab School of Business,Renmin University,Chinac Department of Info

2、rmation Systems,City University of Hong Kong,China d Faculty of Business and Economics,The University of Hong Kong,ChinaproblemTo explain the survival of online stores operating in the“long tail”marketProblem in detailHypothesisHypothesis 1.The more socialization efforts online stores put in,the gre

3、ater the possibility they will survive longer.Hypothesis 2.Compared to online stores that do not adhere to structural assurance programs issued by shopping platforms,stores adhering to the programs are more likely to survive longer.Hypothesis 3.The more positive the online WOM of online stores,the m

4、ore likely they will survive longer.outlineIntroductionResearch design ResultsAdditional analysisDiscussion and conclusionImplicationsLimitationsintroduction-Reviews of others work:1、G.Saridakis,K.Mole,D.Storey,New small firm survival in England,Empirica 35(1)(2008)252、S.Li,J.Shang,S.A.Slaughter,Why

5、 do software firms fail?Capabilities,competitive actions,and firm survival in the software industry from 1995 to 2007,Information Systems Research 21(3)(2010)631654.3、B.Uzzi,The sources and consequences of embeddedness for the economic performanceof organizations:the network effect,American Sociolog

6、ical Review 61(4)(1996)674698.4、F.F.Surez,J.M.Utterback,Dominant designs and the survival of firms,Strategic Management Journal 16(6)(1995)415430.5、G.R.Carroll,M.Hannan,Density delay in the evolution of organizational populations:a model and five empirical tests,Administrative Science Quarterly 34(1

7、989)411430.6、M.Manjn-Antoln,J.Arauzo-Carod,Firm survival:methods and evidence,Empirica 35(1)(2008)124.7、R.Kauffman,B.Wang,Tuning into the digital channel:evaluating business model characteristics for Internet firm survival,Information Technology and Management 9(3)(2008)215232.8、L.Cabral,A.Hortacsu,

8、The dynamics of seller reputation:theory and evidence from eBay,The Journal of Industrial Economics 58(1)(2010)5478.9、Z.Lin,D.Li,B.Janamanchi,W.Huang,Reputation distribution and consumerto-consumer online auction market structure:an exploratory study,Decision Support Systems 41(2)(2006)435448.Introd

9、uction-Details of the problem:Introduction-Social capitalJ.Nahapiet,S.Ghoshal,Social capital,intellectual capital,and the organizational advantage,The Academy of Management Review 23(2)(1998)242266.:the sum of the actual and potential resources embedded within,available through,and derived from the

10、network of relationships possessed by an individual or social unit.”P.S.Adler,S.W.Kwon,Social capital:prospects for a new concept,The Academy of Management Review 27(1)(2002)1740.：The sources of social capital are from three dimensions of social structures:social,hierarchical,and market relationsSoc

11、ial relations and online social tiessocial relations-the number of ties in the online social networkOnline social media tools:SNS,online forums,and instant message softwareexchange ideas,maintain social connections,and make friendsThese resources include：1、The knowledge of running an online store2、T

12、he knowledge on competition dynamics,customer preference and supplies3、The online social network helps maintain store owners entrepreneurial passion,enhances the sellers sense of affiliation and emotional attachment to e-Commerce and online marketplace,and encourages the longer survival of an online

13、 store4、Because some friends/users are also buyers,the social network can help sellers to expand their market baseHypothesis 1.The more socialization efforts online stores put in,the greater the possibility they will survive longerHierarchical relations and structural assuranceplatforms structural a

14、ssurance programsStructural assurance:institutional structures，such as guarantees,regulations,legal recourse,or other policies,which are established to promote online exchange.consumer rights safeguarding programsThe adoption of structural assurance programs can enhance online store survival chance

15、for the following reasons：1、higher product and service quality and their honesty and commitment to online transactions,which enhance the trustworthiness of the sellers as perceived by buyer groups2、such programs are endorsed by the platform,buyers are prone to transfer their trust toward intermediar

16、ies to sellersTherefore,enhanced seller reputation and consumer trust may make the adopting sellers stand better chances to survive online competitions.Hypothesis 2.Compared to online stores that do not adhere to structural assurance programs issued by shopping platforms,stores adhering to the programs are more likely to survive longerMarket relations and online word-of-mouth(WOM)Online WOM:messages about a seller and its products/services communicated within customers personal networks,is a pro