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| Research on the Antecedent Configurations of E-Commerce Platform Competitiveness from the Perspective of Platform Leadership |
| DU Huayong，GUO Xuguang，TENG Ying |
| 1. China West Normal University, Nanchong, Sichuan, China；2.University of Electronic Science and Technology of China, Chengdu, China |
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Abstract Based on the perspective of platform leadership, this study explores the antecedent configurations that affect the competitiveness of e-commerce platforms by using methods of NCA and fsQCA. The research found that any single antecedent can not independently explain the competitiveness of e-commerce platforms. The antecedent configurations of e-commerce platform competitiveness has characteristics of “causality equivalence” and “asymmetric causality”. Under the perspective of platform leadership, there are 5 high competitiveness configurations and 3 low competitiveness configurations. The comprehensive e-commerce platform adopts the “efficiency” logic when building the platform competitiveness, and the vertical e-commerce platform adopts the “innovation” logic when building the platform competitiveness. This study suggests that different categories of e-commerce platforms should be different in their platform leadership strategies. The comprehensive e-commerce platforms are suitable for adopting the “rapid growth” strategy around their user base, while the vertical e-commerce platforms are suitable for adopting the “refined services” and “distinctive positioning” strategy around their core users.
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Received: 18 January 2022
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