Research On The Influence Of Rural E-Commerce Absorptive Capacity On The Organizational Performance Of Taobao Village:the Moderating Effect Of Governance Mechanism

With the popularization of the Internet and the improvement of rural infrastructure,rural electronic-commerce has developed rapidly,attracting the attention of more and more scholars.With the dynamic change of the market environment and the intensification of market competition,Taobao village,as a typical representative of the rural e-commerce economy,is worthy of our discussion on how to acquire knowledge and information from the outside,quickly respond to market changes and improve the organizational performance of Taobao village.As an important dynamic ability for enterprises to acquire and process knowledge and information,absorptive capacity is crucial for improving enterprises' organizational performance.Chinese rural society is a network of acquaintance,which needs to establish an effective governance mechanism to solve the problem of opportunistic behavior and optimize resource integration for each stakeholder in Taobao village.The relational governance mechanism is based on the social relationship,which forms the transaction between two parties by embedding the social relationship.Contractual governance mechanism emphasizes the responsibility,rights and obligations of each one in the organization,which reduce the occurrence of opportunistic behavior by signing,monitoring and executing contract to realize effective cooperation.It is worthwhile for us to research the influence of these two kinds of mechanism between absorptive capacity and organizational performance.Above all,this study applies the absorptive capacity theory to the research of rural e-commerce.Considering that absorptive capacity is a multi-dimensional ability,we conceptualize absorptive capacity of rural electronic-commerce as consisting of the following three phases:entrepreneurial alertness,assimilation,and exploitation in the context of Taobao village.And this study explores the relationship among the absorptive capacity of rural electronic-commerce,governance mechanism and the organizational performance of Taobao village.Through the empirical study of 270 effective questionnaires,the content structure dimension of rural e-commerce absorptive capacity was explored,and the impact of rural e-commerce absorptive capacity on the organizational performance of Taobao village was tested,as well as the moderating effect of governance mechanism.The findings are as follows:(1)entrepreneurship awareness has a significant positive impact on the organizational performance of Taobao village,and the contractual governance mechanism plays a positive moderating role in the relationship between them.(2)exploitation has a significant positive impact on organizational performance of Taobao village,and relational governance mechanism and contractual governance mechanism both play a negative moderating role in the relationship between them.(3)assimilation ability has no significant influence on organizational performance of Taobao village.Finally,this study puts forward four targeted suggestions for the development of rural e-commerce in Taobao village as follows:improving the entrepreneurial alertness of rural e-commerce,cultivating the exploitation of rural e-commerce;optimizing the contractual governance mechanism in the development of Taobao village;avoiding the blind pursuit of knowledge assimilation.