Journal of Marketing Science ›› 2021, Vol. 1 ›› Issue (2): 21-38.

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An Analysis of the Impact of E-commerce Platform Reputation on Seller Performance —Based on the Perspective of Lock-in Effect and Signaling Effect

Chen Hong, Zhang Qilin   

  1. Chen Hong, School of Economics and Management, Executive AHairs Office, Dalian University of Technology ; Zhang Qilin, School of Business Administration, Dongbei University of Finance & Economics
  • Online:2021-10-16 Published:2022-07-22

Abstract: Existing research mainly examines the differences in performances of different stores, affiliated to different sellers and from the same e-commerce platform, which is defined as seller performance difference within e-commerce platform. However, few scholars pay attention to the differences in performances of different stores, affiliated to the same seller and from different e-commerce platforms, which is defined as seller performance difference between e-commerce platforms. Hence, this paper explores the effect and mechanism of e-commerce platform reputation on seller performance via three studies on the basis of reputation theory, in order to find an explanation to the seller's performance differences on different e-commerce platforms.The findings indicate that e-commerce platform reputation has a significantly positive effect on sales, but has no significant effect on price.Moreover, e-commerce platform reputation affects sales primarily through lock-in effect and signaling effect, and the impact is more beneficial when the product is an unpopular product than when it is a popular product. The lock-in effect of e-commerce platform reputation is mainly demoristrcfed by the fact that e-commerce platform reputation has a positive effect on buyers' loyalty to the e-commerce platform exclusively through product variety and seller expertise. In addition, the more experienes the buyers have in transactions on e-commerce platform, the stronger the seller expertise plays intermediary role to e-commerce platform reputation and buyers' loyalty to the e-commerce platform, but buyers’ experience has no moderating effect on the mediating role of product variety. The signaling effect of e-commerce platform reputation is mainly demonstrated by the fact that e-commerce platform reputation has a positive effect on purchase intention exclusively through perceived product quality. Furthermore, the mediating effect of perceived quality is significant for search products, while not significant for experience products.

Key words: e-commerce platform reputation, seller performance, lock-in effect, signaling effect