| Under the background of digital economy,the development and application of modern information technologies such as Internet,big data and cloud computing have subverted people's traditional way of life and gave birth to platform economy.As a new type of organization,platform has become an important force to promote social and economic development,among which the online trading platform has the longest duration and the most mature development model.On the surface,the online trading platform is like a market,and the trading parties spontaneously adjust and trade directly on the platform by relying on the price mechanism;It also likes a network.Platform leaders and their suppliers depend on each other and cooperate to serve consumers together;It also likes a hierarchical organization.Platform leaders rely on platform ownership to have authority over suppliers and give orders to suppliers.However,as mentioned above,the online trading platform has the characteristics of market,hierarchy and hybrid,which leads to the fuzziness of its organizational attributes.Different organizations have different governance logic,so the definition of organizational attributes of online trading platform has become the key to platform governance.The attributes of an organization are often defined by its governance structure.This paper takes the governance structure of online trading platform as the research object.Based on Williamson's "comparative institutional analysis" paradigm,using coding technology and cross case research methods,this paper extracts the core constructs that can describe the governance structure of online trading platform,Based on these constructs,the different types and characteristics of the governance structure of online trading platform are mined,and the target model of the governance structure of network trading platform is constructed.Then,we comb the influencing factors of the traditional governance structure.By considering the internal and external factors of the platform,extract the factors for the selection of the governance structure of the online trading platform.And we use QCA method,explore the different element configurations of the governance structure of the online trading platform,and then identify the core elements and edge elements.Finally,based on the theoretical deduction of the matching logic of the governance structure of online trading platform and its core elements,considering the time factor,this paper constructs a dynamic matching model of the governance structure and its core elements,and uses the NK model to simulate and analyze the theoretical model,so as to explore the deep reasons behind the change of the governance structure of the network trading platform,and explore the optimal evolution mode of network trading platform.The conclusions of this paper are as follows:(1)based on the comparative institutional analysis method,this paper analyzes the characteristics of the governance structure of online trading platform,and explores the organizational attributes of the online trading platform.First,there are four types of governance structure of online trading platform,including fully self-supporting type with hierarchical governance characteristics,and market type,mall type and semi self-supporting type with mixed governance characteristics;Second,the governance structure of online trading platform shows a new feature that is obviously different from the traditional governance structure——the high-power incentive of market governance and the strong control of hierarchical governance.In the governance structure of online trading platform,they integrate with each other,and through the coordination of rules,the online trading platform presents the multiple characteristics of the coexistence of multiple governance structures;Thirdly,it constructs an analysis tool that can distinguish the organizational attributes of online trading platform——the target model of the governance structure of the network trading platform.(2)Using QCA to identify the influencing factors of the governance structure of online trading platform.First,the relationship specific investment of platform enterprises and the interdependence between platform enterprises and suppliers are the core elements that determine the choice of governance structure of online trading platform;Second,demand uncertainty,task complexity and supplier relationship specificity investment also provide auxiliary contributions in the selection.Therefore,transaction cost theory and organization coordination theory still have the main explanatory power on the choice of governance structure under the background of online trading platform,but the choice of governance structure also reflects the characteristics of new platform economy,which needs the auxiliary explanation of the basic theory of platform theory——long tail theory.(3)Dynamically match the governance structure of online trading platform with its core elements.First,as time goes on,the market-based governance structure achieves the best performance under the pooled dependence mode,the mall-based governance structure achieves the best performance under the sequential dependence mode,and the semi self-supporting governance structure achieves the best performance under the reciprocal dependence mode;Second,under the mode of pooled dependency,the platform leaders adopting market-based governance structure can achieve the best performance of the platform more easily through progressive exploration.Under the sequential dependence mode,the platform leaders adopting mall-based governance structure is easier to achieve the optimal performance of the platform through the leapfrog exploration of the simultaneous variation of platform enterprises and suppliers;Under the reciprocal dependence mode,the platform leaders with self-supporting governance structure can be easier to achieve the optimal performance of the platform through the leapfrog exploration of platform enterprise variation;Third,the mutual dependence model is the best evolution direction of online trading platform.The main innovations of this paper are as follows:(1)Introduce the comparative institutional analysis paradigm into the research on the governance structure of online trading platform,broaden the applicable boundary of the traditional organizational governance structure theory,expand the application field of comparative institutional analysis.And give a new interpretation of the organizational attribute of online trading platform based on classical theory,which lays a theoretical foundation for the research of platform governance.(2)Identify the core elements and edge elements of the governance structure of online trading platform,and clarify the different interpretation mechanisms of the selection elements in different positions.On the one hand,it determines the core position of the classical organization theory to explain the choice of governance structure.On the other hand,it also shows its insufficient explanatory power for the new organization form.Thus,the mixed interpretation mechanism of traditional theory and new platform theory is established.(3)Introduce time variables,break through the limitations of existing research,and explore the optimal evolution mode of online trading platform from the perspective of dynamic evolution,so as to provide operable guidance for the governance of online trading platform.The research of this paper realizes the dialogue between platform governance theory and classical organization theory,and provides a new perspective for the research of platform governance theory.So the platform governance theory could be based on the solid traditional organization theory,which Promotes the development of platform governance theory.Based on the conclusions and combined with the practice of platform governance,this paper points out the strategy of the online trading platform.They include design strategy,selection strategy and development strategy of the governance structure of the online trading platform,which provide operable guidance for the governance practice of the online trading platform. |
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