Research On Embedded Risk Generation And Conduction Of B2C Network Platform

The development of network platforms has brought about innovations in business models,such as the B2B model represented by Alibaba,the B2C model represented by Jingdong and Amazon,and the C2C model represented by Taobao.Compared with other models,B2C model involves two different levels of enterprise group(B)and consumer group(C),has the characteristics of wider links and poor decision-making rationality(compared with enterprise group).Depending on the quasi-market environment of the B2C network platform,the enterprises and the final consumers,as the trading subjects,carry out networked trading activities by means of the platform.In the process of embedding into network platforms to become network nodes,enterprises' embedding behaviors produce two effects:on the one hand,large-scale embedding promotes the development and growth of network platforms,and its positive network externality effect improves the value and competitiveness of network platforms to a certain extent;on the other hand,in view of the virtuality of the network platform,the registration system,low-cost special investment and multi-homing behavior of enterprises in the network lead to "insufficient embedding" or "low embedding".The improper behavior of enterprises in the network platform will bring multiple embedding risks.For example,"Tiantian Orchard",a resident enterprise in Jingdong Mall,sells rotten fruits and refuses to refund,which leads to consumers' assertion that"Jingdong is really inferior to Taobao".In order to grab more platform customer resources,enterprises in Baidu takeout and Meituan takeout take improper behaviors,such as false registrations of many stores,buying high praise and rankings,lead unfair competition among merchants.With the rapid development of B2C network platform,the embedded risk originated from irregularities of embedded merchants,such as "false transaction and credit standing"?"forged and fake commodity",is becoming more and more obvious.Therefore,from the perspective of embedding behavior,it is more urgent and realistic to study embedded risk of network platform enterprises based on embeddedness theory.In view of this,based on the business practice of China's B2C network platform enterprises,existing domestic and foreign research literature and relevant theoretical basis,according to the logic of "embedded risk generation mechanism analysis-embedded risk conduction mechanism analysis-embedded risk internal conduction model construction-embedded risk external conduction model construction",this research tries to clarify the motivation and mechanism of embedded risk of B2C network platform,clarify the conduction process of embedded risk of B2C network platform,and provide policy suggestions for management to governance embedding risk.Firstly,the formation mechanism of embedding risk in B2C network platform is qualitatively analyzed by grounded theory,and then combined with risk conduction mechanism,the internal conduction process of embedding risk in B2C network platform is analyzed by trilateral evolutionary game model and simulated by MATLAB software.Then,the external conduction process of embedding risk in B2C network platform is analyzed by complex network and infectious disease model,and the process is also simulated and analyzed by MATLAB software.Finally,the conclusions of this research are summarized,the policy suggestions to govern the generation and conductin of embedded risk of B2C network platform are put forward,the limitations of the research are illustrated and inspiration for future research are provided.Based on the above research,the main conclusions of this research are as follows:Firstly,based on the grounded theory,the driving factors and generating mechanism model of embedding risk of B2C network platform are constructed.Through open coding,axial coding and selective coding of collecting interview materials,literature and books and network data,it is concluded that the driving factors conclud over-competitive market environment,high moral hazard of entrants,and "winner-take-all" network effect in network platform.Under these driving factors,three types of embedded risk are generated,namely "lock-in failure","competition distortion" and "relationship dishonesty".Irregularities of the entrants are the main cause for the generation of embedded risk.The vulnerable lock-in of the entrants in the platform is the intermediary conditions of "lock-in failure" embedded risk,infectious behavior among entrants constitute the intermediary conditions of "competition distorted" embedded risk,and the information distortion of network platform and the damage of consumers' rights and interests constitute the intermediary conditions of "relationship dishonesty" embedded risk.Secondly,the dynamic conduction process of embedded risk of B2C network platform is depicted by constructing a three-party evolutionary game model including "network platform-resident merchant-consumer".The asymptotic stability of equilibrium points and the evolutionary stable strategies of the system are analyzed by evolutionary game theory and Lyapunov diagnostic method,the convergence or expansion conditions of embedded risk are fund out.The evolution of embedded risk is simulated and analyzed by MATLAB software.The results show that the conduction of embedded risk in the network platform is the result of the game interaction among various stakeholders;reducing the supervision cost of the network platform,increasing the penalty for violations,and increasing the violation cost of merchants help to promote the evolution of the system to the ideal strategy(supervision,non-violation,purchase),and control the conduction of embedded risk in the platform.Thirdly,based on BA scale-free network,the SIR model is constructed to describe the external conduction process of B2C network platform embedded risk.Considering the conduction characteristics of embedding risk of B2C network platform in network space,the state transition rate of SIR model is revised by considering the weight parameters of node degree,risk preference,timeliness of risk information and intervention speed of network platform enterprise.The process of embedding risk conduction in network space is simulated by MATLA software.It is found that the greater the average degree of the network,the more number of initial propagation nodes,and the greater degree of initial propagation nodes,the more conducive to the spread of embedded risk.In network space,the threshold of embedding risk propagation is close to 0,that means,when the effective propagation rate is very small,a few propagation nodes can also cause large-scale risks.Increasing the change rate of spread desire with time,increasing the intervention speed of network platform,reducing the proportion of extreme risk information support nodes,and increasing the time-varying parameters of risk information are conducive to reducing the spread range of embedding risk in network space and reducing the impact of embedding risk on platform enterprises.Fourthly,policy suggestions for the management of network platform enterprises to prevent the generation and conduction of embedded risks are put forward,including:optimizing platform rules,improving access mechanism,implementing supervisory actions and establishing reputation evaluation system to prevent the generation of embedded risks;reducing supervision costs,increasing supervision intensity,increasing the cost of violation of regulations and optimizing the experience of safeguarding rights can prevent the conduction of embedded risk in the platform,enhance the credibility of platform enterprises,reduce the spread desire for Internet users',establish a risk information monitoring system,and improve the timeliness of platform intervention can prevent embedded risk conducted outside the network platform.The innovations and contributions of this research are mainly embodied in:First,the previous research mostly analyzes the causes of the embedded risk from the perspective of over embedding,while this research analyzes the causes of the embedded risk of the network platform from the perspective of low embedding,which enriches the relevant research of the embeddedness theory,promots the research of the network platform risk,and lays a good theoretical foundation for the research of the embedded risk conduction.Second,in the previous game research on the risk of network platform,the game subject only includes two parties.In this research,the role of consumers is considered,and an evolutionary game model of embedded risk internal conduction is constructed,which includes the three parties of "network platform-settled merchants-consumer".At the same time,the dual embedded scenario of B2C network platform is considered,which makes the analysis more reasonable and makes up the shortcomings of the existing literature research,expands the existing theoretical analysis framework in this field.Thirdly,this research revises the traditional SIR model by considering the situation that the risk unknowns are directly transformed into risk immune persons,and considering the weight of nodes,risk preference,platform intervention,information attenuation rate and other factors to revise the state transition rate of the traditional SIR model,breaking through the research limitations of the node state transition rate as a fixed value in the previous studies,which makes the model more realistic.