在线关系对中小网商绩效影响的实证分析

本研究以社会网络和社会资本理论为基础，结合电子商务平台双边市场的特点，探讨了关系对中小网商绩效的影响。以往研究对这一问题的探讨多聚焦于卖家间关系对绩效的影响，对于卖家与买家之间关系的分析则存在空白。本研究将二者综合考虑，构建了在线关系对中小网商绩效影响的理论模型，并采用真实电子商务平台上采集的数据对模型进行了实证检验，为在线关系对中小网商绩效的影响这一课题提供了更为系统的阐释，加深了企业绩效研究领域对中小网商这一特殊群体的绩效影响因素相关问题的理解。同时，本研究也为中小网商管理者如何管理关系这一重要无形资产提供了建议。

Impacts of Online Guanxi on the Performance of Small and Medium e-Tailers

Factors influencing the performance of online sellers (e-tailerss) have attracted extensive interest from both academics and practitioners. This research aims to examine the implications of e-tailers' Guanxi in online marketplaces. Drawing on social network and social capital theories, a typology of e-tailers' Guanxi on e-commerce platforms is developed and different types of Guanxi are linked to the performance of e-tailers. In contrast to the previous studies that have mostly focused on Guanxi with peer sellers and paid little attention to Guanxi with buyers, the research gap is to be filled by proposing a theoretical framework that integrates the two sides. The model is validated through an empirical investigation using data collected from a real-world e-commerce platform. Results from regression analyses signicantly support the proposed hypotheses. The work contributes to related literature by providing a more coherent account of e-tailers' performance and offers useful managerial suggestions for e-tailers.