Impacts Of Sellers "Rewarding Cash Back" On The Reputation Of Platform

With the development of online shopping,EWOM has been increasingly valued by consumers and platform sellers.Improving their own favorable rate has become a way for platform sellers to create competitive advantage.This drove some sellers to use the regulatory loopholes of the law and platform companies to improve their favorable rate through a series of behaviors such as "rewarding cash back" to buyers."Reward cash back" is receiving more and more attention as the most widely used form of "bribery".This kind of marketing behavior,which seems to benefit both buyers and sellers,essentially contains the factors of unfair competition.It encroaches on the trading opportunities of other similar operators and damages the legitimate rights and interests of consumers.However,there is currently no legally binding platform sellers to "bribery" behavior.It is difficult for platform sellers to self-restrain in order to improve their competitive advantage.Because lack theory that confirm sellers' "bribery" behavior directly affects the interests of platform enterprises,The major platform companies are embarrassed about this phenomenon,and there is not enough motivation to introduce effective measures to regulate this behavior..Therefore,it is necessary to delve into the relationship between the seller's "bribery" behavior and the platform enterprise.Based on the theory of trust and perceived risk theory,this paper verifies the impact of consumer "bribery" behavior on corporate reputation under the adjustment of different product types,and at the same time verifies the mediating role of perceived risk.Firstly,it reviews the domestic and foreign literatures,and puts forward the necessity of researching the reputation of platform enterprises.Then,the research hypothesis is put forward.Secondly,through the manipulation of the product type into the platform's main products and platform experience product,and match with the "bribe" behavior,thus forming four experimental groups.Using 2(seller "bribery" behavior)*2(product type)experimental design,household appliances and shoes as experimental products,and select college students as experimental objects for data collection.The experiment studied how the seller's "bribe" behavior would affect the reputation of the platform enterprise,and added the product type as a Moderatorto test the boundary conditions for this effect.The research results show that the seller's "bribery" behavior can significantly negatively affect the reputation of the platform enterprise;the product type plays a regulatory role in the seller's "bribery" behavior and perceived risk.For experience product,the seller's "bribery" behavior on the reputation of the platform enterprise The negative impact is stronger;and the regulation of the product type is realized through the intermediary of perceived risk.When the product belongs to the experience product,the seller's "bribery" behavior has a stronger negative impact on the reputation of the platform enterprise through the intermediary of perceived risk.The results of the study indicate that when consumers encounter sellers' "bribery"behaviors and they purchase experience product on the platform,they will have the lowest score on the platform's corporate reputation.Exploring the influence of the seller's "bribery" behavior on the reputation of the platform enterprise will help to improve the platform enterprises' attention to the"bribery" behavior of the platform sellers,and urge them to strengthen the supervision of such behaviors.At the same time,it has certain guiding significance for platform companies to reduce-the loss of such behavior to the platform.In addition,considering that there are still some limitations in this paper,in the future,we can continue to explore the influencing factors,mediated mechanism and moderating effects of platform enterprise reputation,and strive to build a comprehensive model that is more suitable for real scenarios,and at the same time further optimize experiments,increase the authenticity of experiments and improve the credibility of the experimental data.