科研管理

科研管理 ›› 2018, Vol. 39 ›› Issue (1): 18-25.

• 论文 • 上一篇    下一篇

网络平台运营机制如何影响内容提供商新服务开发绩效？

李雷1,2,杨怀珍3   

  1. 1浙江大学管理学院，浙江 杭州310058；
    2桂林理工大学管理学院，广西 桂林541004；
    3桂林电子科技大学商学院，广西 桂林541004
  • 收稿日期:2015-11-04 修回日期:2017-03-30 出版日期:2018-01-20 发布日期:2018-01-12
  • 通讯作者: 杨怀珍
  • 基金资助:

    国家自然科学基金地区科学基金项目（71562008，起止时间：2016-2019）；国家自然科学基金面上项目（编号：65201501，起止时间：2015-2019）；国家自然科学基金面上项目（71672061，起止时间：2017-2020）；国家自然科学基金国际（地区）合作与交流重点项目（71420107024，起止时间：2015-2019）；国家自然科学基金青年项目（71503230，起止时间：2016-2018）。

Impacts of operational mechanism of network platform on new service development performance of content provider

Li Lei1,2, Yang Huaizhen3   

  1. 1. School of Management,Zhejiang University, Hangzhou 310058, Zhejiang, China; 
    2. School of Management, Guilin University of Technology, Guilin 541004, Guangxi, China;
    3. School of Business, Guilin University of Electronic Technology, Guilin 541004, Guangxi, China
  • Received:2015-11-04 Revised:2017-03-30 Online:2018-01-20 Published:2018-01-12

摘要： 内容提供商是网络平台中新服务开发（NSD）活动的开展者，如何借助网络平台运营机制，从平台中其他参与者处获取知识、提升NSD绩效，是有待解决的关键问题。在前期案例研究的基础上，对相关概念进行探析，构建网络平台运营机制对内容提供商NSD绩效作用机理的理论模型，提出研究命题，结果表明：内容提供商可以借助能力提供机制、互动机制和知识整合机制，分别获取能力提供商、新服务体验者和平台企业的显性知识和隐性知识，能力提供机制对两类知识获取的作用强度相当，互动机制更有助于隐性知识获取，知识整合机制更有助于显性知识获取；显性知识获取和隐性知识获取对NSD绩效的两个维度（新服务的数量、新服务的评分）均有正向作用，显性知识获取对前者的作用更强，隐性知识获取恰好相反；在网络平台运营机制与内容提供商知识获取的关系中，内容提供商技术准备度、任务复杂性均起正向调节作用。本研究进一步打开了基于开放式网络平台的NSD模式的“黑箱”，推动了创新管理理论向网络环境发展和深化，对平台参与者协同推进NSD活动具有指导意义。

关键词: 网络平台运营机制, 知识获取, 新服务开发绩效, 内容提供商, 资源整合

Abstract: Content provider is the implementer of NSD in the network platform, and it is a key problem to be solved that how content provider acquires knowledge from other actors by operational mechanism of network platform and enhances new service development (NSD) performance. Based on the conclusions of out prior case study, the core concepts in this issue are analyzed and a theoretical model accompanying with research propositions is proposed. The results indicate that for content provider, capability-providing mechanism has equal positive effects on explicit and tacit knowledge acquisition from capability provider; interactive mechanism has a stronger positive effect on the acquisition of tacit than explicit knowledge from new service user; knowledge integration mechanism has a stronger positive effect on the acquisition of explicit than tacit knowledge from platform enterprise. Explicit and tacit knowledge acquisition are all positively related to two dimensions of NSD performance (i.e. the number of new service and the evaluation of new service), in which explicit knowledge acquisition has a stronger positive effect on the number of new service than the valuation of new service, but the effect of tacit knowledge acquisition is opposite. Content provider technology readiness and task complexity all play positive moderating effects on the relationship between operational mechanism of network platform and knowledge acquisition of content provider. Our study further unlocks the “black box” of NSD model based on open network platform and extends innovation management theory to the network context. There also have practical implications for the actors in the network platform to synergistically promote NSD activities.

Key words: operational mechanism of network platform, knowledge acquisition, new service development performance, content provider, resources integration