电商平台演化对平台绩效的影响机理研究：基于复杂适应系统的视角

The e-commerce platform evolution features micro (e.g., interdependence and mutual causality) and macro (e.g., hyper competition and disruption) complex systems. Existing literature lacks in-depth explorations of the complexity embedded in e-commerce platform evolution and the mechanisms through which platform owners and participating e-retailers adapt to platform evolution at both strategic- and operational levels. Based on the theory of complex adaptive systems and the practices of Chinese e-commerce platform ecosystem, this project will explore the key influential elements in e-commerce platform evolution by focusing on three research domains: platform technology, platform governance, and platform environment. In addition, using a complex system perspective on the adaptive interactions between platform owners and participating e-retailers, this research will explore how platform owners’ strategies and e-retailers’ business capabilities influence, and simultaneously are affected by the relationship between platform evolution and platform performance respectively. Combined with subjective and objective multi-source data, this research will take the e-commerce platform and its participating e-retailers merchants as research units, and use qualitative comparative analysis, econometrics and survey methods to carry out our empirical research. This project intends to enrich our understanding of e-commerce platform evolution and its impact on platform performance. Furthermore, our findings will provide theoretical guidance and practical support for platform owners and participating e-retailers regarding how to effectively develop business strategies to adapt to e-commerce platform evolution.

电商平台演化过程具有微观（要素之间的相互影响和双向因果）和宏观（高度竞争和破坏性）复杂性的典型特征。然而，对于电商平台的复杂演化是如何产生和作用，以及平台企业和入驻商家对这种演化分别在战略层和运作层上的复杂适应机制尚未清晰。基于复杂适应系统理论，并结合中国电商平台生态系统的实践，本项目从平台技术、平台治理和平台环境三个维度提出电商平台演化的关键要素，对平台演化中各个要素间相互作用过程进行分析；基于平台和商家复杂适应的视角，分别探索平台企业战略和商家运作能力在平台演化和平台绩效之间的适应和影响机制。本研究将以电商平台及其入驻商家为研究单位，结合新闻编码、平台运营和商家问卷等多源主客观数据，利用定性比较分析、计量经济学和问卷调研等方法，来开展实证研究。本项目将有助于深入理解电商平台演化及其对平台绩效的影响机理，也为平台企业和入驻商家制定有效地适应电商平台演化的管理策略提供理论指导和实践支持。

电商平台演化过程具有微观（要素之间的相互影响和双向因果）和宏观（高度竞争和破坏性）复杂性的典型特征。然而，对于电商平台的复杂演化是如何产生和作用，以及平台企业和入驻商家对这种演化分别在战略层和运作层上的复杂适应机制尚未清晰。基于复杂适应系统理论，并结合中国电商平台生态系统的实践，本项目围绕电商平台演化要素的提炼，平台企业绩效的影响机制，平台供给者的影响机制三个方面开展研究。本研究以电商平台（共享经济平台）以及平台供给者（例如房东和司机）为研究单位，结合平台运营和供给者问卷等多源主客观数据，利用定性比较分析、计量经济学和问卷调研等方法开展实证研究。本项目的理论贡献在于深入理解电商平台演化及其对平台绩效的影响机理，也为共享平台企业和平台供给者制定有效地适应电商平台演化的管理策略提供理论指导和实践支持。