Abstract：This study focuses on the influencing factors and mechanisms of shops’ willingness to multi-homing from the shops’ perspectives, and constructs a third-order model of “decision-maker characteristics-perception-behavioral intention” based on upper echelon theory, coping theory, and complementarity theory, which aims at exploring the factors influencing shops’ motivations of multi-homing behavior, understanding the relationship between shops and platforms, improving platform management and optimizing platform ecosystems. Through collecting and analyzing O2O platform shops’ questionnaires, the results show that: Shops’ perceived value of the complementarity of customer traffic and platform function has a positive impact on their willingness to multi-homing; Transition cost and integration cost have a negative impact on shops’ willingness to multi-homing; Decision makers’ cognitive need and risk avoidance characteristics also affect their willingness to multi-homing to varying degrees.
刘志勇，张怡，何沛凝. O2O平台商家的多归属行为动机研究[J]. 管理学报, 2023, 20(12): 1868-.
LIU Zhiyong，ZHANG Yi，HE Peining. Research on Shops’ Motivations of Multi-Homing Behavior on O2O Platforms. Chinese Journal of Management, 2023, 20(12): 1868-.
