平台商家资源配置与经营绩效提升——基于商家整合平台共享性资源与自身资源的视角

Abstract

In the platform ecosystem, platforms drive merchants to join and continuously coordinate their own resources with platform resources by providing shared resources and designing incentive mechanisms. Merchants combine their proprietary resources with platform-shared resources to obtain customer traffic in the platform market and convert it into commercial value. This paper establishes a theoretical framework in which customers dynamically flow between merchants' old and new businesses after merchants create new businesses through resource allocation. Using a local life service platform as the research context, the main conclusions are as follows: First, after merchants create new businesses through resource allocation, it has dual effects on their operational performance. On the one hand, new businesses help merchants attract more customers and improve their overall operational performance on the platform; on the other hand, some customers from the original business transfer to the new business, leading to a decline in the original business's operational performance. Second, merchants' platform experience and competitive position significantly moderate the impact of new business creation; merchants with rich platform experience and high competitive position can effectively amplify the positive effects of new business creation and buffer its negative impact. Third, new businesses have a negative impact on existing merchants operating similar businesses on the platform, indicating that the customers of new businesses mainly come from the redistribution of the platform's existing customers. The findings deepen the understanding of how merchants configure their own resources and platform resources to create new businesses in the platform ecosystem, and the customer flow mechanism between old and new businesses, providing empirical evidence and practical implications for merchants to plan resource allocation strategies more effectively and for platforms to carry out multi-agent coordinated governance.