ABSTRACT

The incorporation of social media applications in online marketplaces has enabled rich information exchange. It is suggested that information sharing among sellers can increase the competitiveness of online marketplaces. How to encourage sellers’ information-sharing behaviour thus becomes an important research question. This study investigates the effectiveness of possible supports by online marketplaces to stimulate sellers’ information sharing and the effect of information sharing on sellers’ business performance. Using multi-source data, we find that sellers’ information sharing positively influences their business performance, and that two types of support, marketplace business support and marketplace communication support, positively influence sellers’ information sharing. In addition, two seller personal characteristics, seller tenure and seller popularity, moderate the effects of the two types of marketplace support on sellers’ information sharing in different ways.

摘要

在线市场中社交媒体应用程序的结合实现了丰富的信息交换。建议卖家之间的信息共享可以提高在线市场的竞争力。因此，如何鼓励卖家的信息共享行为成为一个重要的研究问题。本研究调查了在线市场可能提供的支持以刺激卖家信息共享的有效性以及信息共享对卖家业务绩效的影响。使用多源数据，我们发现卖家的信息共享对其业务绩效产生积极影响，并且两种类型的支持，市场业务支持和市场沟通支持，积极影响卖家的信息共享。此外，卖家任期和卖家人气这两个卖家个人特征，以不同的方式调节了两种类型的市场支持对卖家信息共享的影响。