平台型媒体中的商业舞弊治理研究——基于生命周期视角

张   琦1; 2; 易开刚1; 古家军1; 2

平台型媒体中的商业舞弊治理研究——基于生命周期视角

引用本文：张琦1, 2，易开刚1，古家军1, 2.平台型媒体中的商业舞弊治理研究——基于生命周期视角[J].财经理论与实践,2021,(1):141-147

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作者	单位
张琦1, 2，易开刚1，古家军1, 2	（1.浙江工商大学工商管理学院，浙江杭州 310018； 2.浙江工商大学杭州商学院，浙江杭州 311508）

中文摘要:基于企业社会责任理论与企业生命周期理论，考量平台型媒体中的商业舞弊及其治理。结果发现：由于平台型媒体在各生命周期阶段的目标差异性，商业舞弊类型在平台型媒体中呈现周期性规律；随着平台发展，用户感知的平台合法性对商业舞弊有显著治理效果，即合法性为平台带来治理资源，从而提升其舞弊治理能力；不同维度合法性的治理作用与平台生命周期相关，即认知合法性的作用贯穿始终，规制合法性在引爆期的治理作用更大；平台用户的身份认知会调节平台合法性对舞弊的治理，即当用户在平台中的主导身份为供方时，合法性的治理效果会增强。

中文关键词:平台型媒体生命周期舞弊治理平台合法性

Study of Commercial Fraud in Platisher from the Perspective of Life-cycle

Abstract:Based on theory of corporate social responsibility and corporate life cycle, this paper researches on commercial fraud and its governance in platisher. The results show that: (1) types of commercial fraud illustrate periodic characteristics; (2) with platisher's development, users' perception of platisher's legitimacy has significant reducing effect on commercial fraud since establishing legitimacy can help platishers obtain resources to govern frauds; (3) the reducing effect of different dimensions of legitimacy are related to platisher's life cycle in that the reducing effect of cognitive legitimacy is significant all through platisher's life cycle and the effect of regulatory legitimacy is better at the explosive period; and lastly, (4) when the leading identity of a user on the platisher is a supplier, the role of legitimacy on governing commercial frauds would be strengthened.

keywords:platisher life cycle commercial fraud governance platisher's legitimacy

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