CAJ | 학술논문

根据电子商务价值理论，电子商务企业进行产品创新能有效提升或创造客户价值，但电子商务市场环境因素可能会影响电子商务企业的产品创新，而已有关于产品创新的研究大多聚焦于传统市场。依据电子商务客户价值、从众行为、多重创新、组织学习和信息过载等理论，以电子商务市场的两个主要特征市场信息和竞争强度为前导变量，构建它们对于电子商务企业产品创新倾向和电子商务企业绩效的影响模型，并提出变量间关系假设。通过收集中国最大B2 C平台天猫商城内309家电子商务企业的数据，应用多元回归分析方法实证检验电子商务市场特征对产品创新的影响。研究结果表明，电子商务企业产品创新正向影响企业绩效；市场信息促进电子商务企业产品创新，但其效用受竞争强度的反向调节；竞争强度显著加强电子商务企业的产品创新倾向且不会影响企业创新绩效，因为在当前电子商务发展阶段和电子商务市场特性的作用下，产品创新能获得熊彼得租金，主导产品创新的是竞争脱离效应而非熊彼得效应。本研究结论对电子商务企业实践具有一定的指导意义。
근거전자상무개치이론，전자상무기업진행산품창신능유효제승혹창조객호개치，단전자상무시장배경인소가능회영향전자상무기업적산품창신，이이유관우산품창신적연구대다취초우전통시장。의거전자상무객호개치、종음행위、다중창신、조직학습화신식과재등이론，이전자상무시장적량개주요특정시장신식화경쟁강도위전도변량，구건타문대우전자상무기업산품창신경향화전자상무기업적효적영향모형，병제출변량간관계가설。통과수집중국최대B2 C평태천묘상성내309가전자상무기업적수거，응용다원회귀분석방법실증검험전자상무시장특정대산품창신적영향。연구결과표명，전자상무기업산품창신정향영향기업적효；시장신식촉진전자상무기업산품창신，단기효용수경쟁강도적반향조절；경쟁강도현저가강전자상무기업적산품창신경향차불회영향기업창신적효，인위재당전전자상무발전계단화전자상무시장특성적작용하，산품창신능획득웅피득조금，주도산품창신적시경쟁탈리효응이비웅피득효응。본연구결론대전자상무기업실천구유일정적지도의의。
Theory of e-business value creation notes that e-business firms can effectively accrue or newly generate customer value through product innovations.However, a variety of environmental factors of e-business market may have significant influence on product innovation whereas researchers still exert their efforts on the conventional market and pay little attention to product inno-vation in e-business firms.Adopting theories of e-business customer value, herding behavior, multiple innovation, organization learning and information overloading, this paper establishes the research model and hypotheses concerning the impacts of two im-portant characteristics of e-business market named as market information and competition intensity on propensity and performance of product innovation of e-business firms.Survey data collected from 309 e-business firms on the largest B2C open platform ( i. e., Tmall.com) is analyzed through multiple regression method to validate the hypotheses.The results show that propensity of product innovation can significantly enhance performance of e-business firms.Both market information and competition intensity positively affect propensity of product innovation whereas competition intensity negatively moderates the impact of market informa-tion on propensity of product innovation.Furthermore, the results indicate that competition intensity has no moderating effect on the relationship between propensity of product innovation and firm performance, because rapidly growing e-business market can provide Shumpeterian rents to both innovators and followers.Escape-competition effect rather than Schumpeterian effect domi-nates innovative behavior of e-commerce firms.In the end, the paper presents its practical implications for e-business firms.