Seller marketing capability and brand reputation are central to firm performance and customer behaviors. However, little is known about how these two dimensions matter in the increasingly important domain of e-commerce platforms, where sellers are diverse and brand reputations are challenged. This research examines the effects of marketing capability and brand reputation on key customer purchase journey outcomes on e-commerce platforms, from click to browsing time, purchase, and post-purchase frustration. Using smartphone category data from a leading e-commerce platform, the authors demonstrate the positive and increasing effect of marketing capability on consumer journey outcomes. This research also paints a more nuanced view of brand reputation in e-commerce platform environments and illustrates nuanced U-shaped effects of brand reputation on consumer journey outcomes. These findings provide implications for brands and sellers on e-commerce platforms.

卖方的营销能力和品牌声誉对于公司绩效和客户行为至关重要。但是，对于这两个维度在电子商务平台这一日益重要的领域中如何起什么作用却鲜为人知，在电子商务领域中，卖家多样化且品牌声誉受到挑战。这项研究考察了营销能力和品牌声誉对电子商务平台上关键客户购买旅程结果的影响，从点击到浏览时间，购买和购买后挫败感。通过使用来自领先电子商务平台的智能手机类别数据，作者展示了营销能力对消费者旅程结果的积极影响并在不断增加。这项研究还描绘了电子商务平台环境中品牌声誉的细微差别，并说明了品牌声誉对消费者旅程结果的细微U形影响。这些发现为电子商务平台上的品牌和卖家提供了启示。