CAJ | 학술논문

本文实证研究了环境动态性和关系嵌入性对电子商务商业模式设计与企业绩效之间关系的调节作用.研究发现效率型商业模式设计和新颖型商业模式设计对企业绩效具有显著正向影响;环境动态性对效率型商业模式设计与企业绩效的关系具有正向调节作用;关系嵌入性对新颖型商业模式设计与企业绩效的关系具有正向调节作用.
본문실증연구료배경동태성화관계감입성대전자상무상업모식설계여기업적효지간관계적조절작용.연구발현효솔형상업모식설계화신영형상업모식설계대기업적효구유현저정향영향;배경동태성대효솔형상업모식설계여기업적효적관계구유정향조절작용;관계감입성대신영형상업모식설계여기업적효적관계구유정향조절작용.
E-commerce has been increasingly changing firms＇ commercial environment and has a great impact on traditional business operation mode.More and more firms begin to regard business model design under the internet context as an important strategic decision.Research on e-commerce business model can be categorized into three aspects.Firstly,some research pays attention to the analytic framework of e-commerce business model from the perspective of components,process and network,which tries to demonstrate key elements within the operation process of e-commerce business model.Secondly,the procedure of e-commerce business model design is investigated.And the researchers propose that the design of e-commerce business model constitutes three steps,which are scanning firms＇ ways of competition under e-commerce environment,making and executing the improving plan of business model,and evaluating the renewed e-commerce business model.Thirdly,the influence of different e-commerce business model designs on firms＇ performance and competitive advantage is discussed within the exiting studies.Although prior studies discuss a lot on e-commerce business model,there are still the following drawbacks.First,previous studies mostly conduct qualitative investigation on the conceptual definition,key elements,and design procedure of e-commerce business model,there is a lack of empirical large-sample study on the performance implications of e-commerce business model.Second,the existing literature pay much attention to the direct influence of e-commerce business model on firm performance,while ignoring deeply investigating how e-commerce business model affects firm performance under different contexts.Therefore,this paper aims to demonstrate the influencing mechanism of e-commerce business model design on firm performance.Our research question is how environmental turbulance and relational embeddedness influence the relationship between e-commerce business model design and firm performance.Specifically speaking,this paper focuses on two types of e-commerce business model design,which are efficiency-centered business model design and novelty-centered business model design.To test our hypotheses,we select firms adopting e-commerce as our research sample,and collect data through questionnaire survey.A total of 658 questionnaires are delivered and 202 valid questionnaires are collected.Reliability test and validity test are conducted respectively,and the result shows that the questionnaire data has good reliability and validity.Hierarchical multiple regression analysis is further performed to analyze the data.The empirical results show that both efficiency-centered and novelty-centered business model design have significantly positive impacts on firm performance.Additionally,we find environmental turbulance has a positive moderating effect on the relationship between efficiency-centered business model design and firm performance,and relational embeddedness moderates the positive relationship between novelty-centered business model design and firm performance.Contrary to our anticipation,environmental turbulance does not moderate the influence of novelty-centered business model design on firm performance,the reason for which could be that firms cannot make appropriate strategic decision without enough efficient information under highly turbulent environment,and hence the new transaction mechanism under the design of novelty-centered business model cannot realize expected results.In addition,relational embeddedness does not moderate the influence of efficiency-centered business model design on firm performance.The underlying reason could be that firms and partners will cooperate proactively with each other to enhance their own performance base on their recognition on efficiencycentered business model design,no matter how high the degree of relational embeddedness is.Therefore,relational embeddedness can not significantly influence the relationship between efficiency-centered business model design and firm performance.This paper contributes to the previous research on e-commerce business model in the following ways.On one hand,we empirically validate the effects of efficiency-centered and novelty-centered business model design on firm performance,which extends the existing qualitative studies on business model design.On the other hand,our findings indicate that environment and network attributes moderate the relationship between business model design and firm performance,which emphasizes the importance of investigating how business model design affects firms＇ performance under different contexts.Our practical implication is that firms adopting e-commerce should improve or adjust business model design according to the environment and network context,and hence allocate resources rationally to enhance their performance.