Revisiting e-commerce platforms’ strategies of exercising channel power: a contingency perspective

IF 3.6 4区 管理学 Q2 BUSINESS
Guangkuan Deng, Jianyu Zhang, Ying Xu, Lijuan He
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引用次数: 0

Abstract

Purpose

The integration of e-commerce platforms and artificial intelligence (AI) into the marketing channel ecosystem is challenging the explanatory capacity of traditional channel power theories, indicating a significant yet unaddressed research gap concerning the impact of these digital entities and AI on channel power exercise dynamics. This study adopts a contingency perspective to critically revisit how e-commerce platforms exercise channel power and the ensuing effects on channel conflicts. The purpose of this study is to extend the boundaries of traditional channel power theories, enhancing their relevance in today’s digital marketplace.

Design/methodology/approach

Building on channel power theories, the authors developed a framework tested with survey data collected from 262 sellers. This framework incorporates three key contingent variables: inter-platform competition, AI capabilities and platform value co-creation. Regression analysis was used to perform the analyses.

Findings

This study finds that intense inter-platform competition mitigates the (positive) negative relationship between platform channel power and the exercise of (non-) coercive power. Moreover, a platform’s AI capabilities and value co-creation activities diminish the potential for channel conflicts induced by the exercise of coercive power. AI capabilities can also strengthen the negative relationship between the exercise of non-coercive power and channel conflicts.

Originality/value

This study contributes to the advancement of traditional channel power theories by integrating contemporary digital elements like AI and platform dynamics. This study provides theoretical and practical insights on navigating channel power in modern marketing environments, offering strategic guidelines for optimizing channel relationships.

重新审视电子商务平台行使渠道权力的策略:权变视角
目的 电子商务平台和人工智能(AI)与营销渠道生态系统的融合正在挑战传统渠道权力理论的解释能力,这表明在这些数字实体和人工智能对渠道权力行使动态的影响方面还存在着巨大的研究空白。本研究采用权变视角,批判性地重新审视电子商务平台如何行使渠道权力以及随之对渠道冲突产生的影响。本研究的目的是扩展传统渠道权力理论的边界,增强其在当今数字市场中的相关性。设计/方法/途径作者以渠道权力理论为基础,开发了一个框架,并用从 262 个卖家处收集的调查数据进行了测试。该框架包含三个关键的或然变量:平台间竞争、人工智能能力和平台价值共创。本研究发现,激烈的平台间竞争缓解了平台渠道权力与行使(非)强制权力之间的(正)负关系。此外,平台的人工智能能力和价值共创活动降低了因行使强制力而引发渠道冲突的可能性。人工智能能力还能加强非强制性权力的行使与渠道冲突之间的负相关关系。原创性/价值本研究通过整合人工智能和平台动态等当代数字元素,为传统渠道权力理论的发展做出了贡献。本研究为在现代营销环境中驾驭渠道权力提供了理论和实践见解,为优化渠道关系提供了战略指导。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
6.60
自引率
25.80%
发文量
143
期刊介绍: The Journal of Business & Industrial Marketing (JBIM) publishes research on new ideas concerning business-to-business marketing, that is, how one company or organization markets its goods/services/ideas to another company or organization. It is a valuable source for academics, directors and executives of marketing, providing them with new, fresh insights which are applicable within real life settings. JBIM''s emphasis on insistence of proof is one of the cornerstones of its success and its reputation. Contributors to the journal must not only present new theories or ideas, but also back them up with research. In the process, many myths are exploded, philosophies reinvented and the scene set for topical debate on critical issues in B2B marketing. The B2B landscape evolves and so does the research that explores the emerging features and properties of B2B markets. From 2019 the journal hosts the IMP Forum that invites research advancing the boundaries of B2B marketing. Prior research has evidenced that interactivity and interdependences characterize interorganizational business relationships. The Forum aims to bring out research that explores interactivity and interdependences in business relationships and their implications for marketing management, business development and for society at large. Coverage: -Competition and cooperation- Networks in business markets- Buyer behaviour – purchasing and supply management- Managing product offerings- New product development and innovation- Networks in business markets- Distribution and routes to market- Market and customer communication - Customer relationship management- Sales and key account management- Organizing for global markets -
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