CAJ | 학술논문

文章以中国网络零售行业为例，检验顾客绑定策略对组织绩效的影响作用。基于市场导向理论、关系营销理论、交易成本理论和声誉理论构建研究模型并通过调查232家公司实证检验该模型。结果表明：财务绑定策略对组织绩效有正向影响，特别是当网站声誉好时，财务绑定策略能够显著提升组织绩效；社会绑定策略对组织绩效的提升作用最显著，当第三方物流服务质量的不确定性增强时，社会绑定策略对组织绩效的正向影响将会逐渐减弱；结构绑定策略能提升组织绩效，而且当第三方物流服务质量的不确定性增强时，结构绑定策略对组织绩效的影响会增强。
문장이중국망락령수행업위례，검험고객방정책략대조직적효적영향작용。기우시장도향이론、관계영소이론、교역성본이론화성예이론구건연구모형병통과조사232가공사실증검험해모형。결과표명：재무방정책략대조직적효유정향영향，특별시당망참성예호시，재무방정책략능구현저제승조직적효；사회방정책략대조직적효적제승작용최현저，당제삼방물류복무질량적불학정성증강시，사회방정책략대조직적효적정향영향장회축점감약；결구방정책략능제승조직적효，이차당제삼방물류복무질량적불학정성증강시，결구방정책략대조직적효적영향회증강。
This paper examines the effects of bonding tactics on business performance in China’s e-tailor indus-try .The authors propose a conceptual framework drawing on the theories of market orientation ,relationship marketing ,transaction cost and reputation .The authors surveyed 232 firms in China’s e-tailor industry .The findings suggest that financial bonding tactics has a positive impact on business performance for those e-tailors with high level website reputation ,social bonding orientation has a direct and most significant impact on busi-ness performance ,and an effect of social bonding tactics on business performance is significantly negatively moderated by uncertainty of the third part logistics service quality .Structural bonding tactics has a positive im-pact on business performance .Uncertainty of the third part logistics service quality positively moderates rela-tionship between structural bonding tactics and business performance .