The Research Into Incentive Mechanism For Knowledge Collaboration In E-Commerce Service Supply Chain

Internet has reduced transaction costs, many SMEs achieved greater freedombecause of the new technology. For example, e-tailers gradually achieve "small butbeautiful" by relying on the e-commerce service supply chain which is constituted bya lot of service providers. While, to be "small but beautiful", the e-tailers must havethe ability to effectively gather knowledge from service providers and deriveinvaluable information into desired services and products to meet the challenges ofthe online business world. The dynamic capability can be acquired by exploiting theknowledge resources across organizational boundaries. However, due to concernsabout the loss of core competitiveness and moral hazard behavior caused byasymmetric information, supply chain members are reluctant to s hare knowledge. So,How to design incentive mechanisms to promote knowledge collaboration amongsupply chain enterprises is the core issue of this study.As internet gave consumers the right to evaluate and changed consumers’position from the fundamental, this paper analyzed the contractual relationshipbetween the consumer, e-tailers and service providers, also discussed the impact ofconsumer evaluation on designing incentive contract of knowledge collaborationamong e-commerce service supply chain. Then we constructed a model whichintroduced the consumer evaluation to motivate service providers and e-tailers toshare knowledge. In addition, as the e-commerce service supply chain has the featuresof high specialization (complementarity), rapid informati on exchange and fusion(integration), and uncertainty (risk attitude), this paper proposed an optimal incentivemechanisms for service providers under risk-neutral and risk-averse settings,respectively. And the knowledge complementarity of service provide rs and theknowledge integration ability of the e-tailer are jointly considered in the incentivemechanism. What’s more, this paper using numerical methods to analyze and examinethe relationship between optimal incentive coefficient and knowledgecomplementarity, the e-tailer’s ability to integrate knowledge, the degree of riskaversion. In a word, this article constructed two models to study knowledgecollaboration characteristics among e-commerce service supply chain based on thee-tailer’s perspective. The results provide a reference for the e-tailer and serviceproviders to develop knowledge strategy and a scientific basis for the governance of knowledge collaboration among e-commerce service supply chain.