Opportunistic Claiming Behavior in Two-sided Market

摘要：

　　Although consumer opportunistic behavior has drawn attention from managers and scholars for a long time,a special context of two-sided market has been ignored A multi-stage research program,comprising in depth interviews (Study 1) and three experimental studies (Studies 2,3,4),explored opportunistic claiming during service guarantee.The main characteristics of two-sided market (consumer,platform and reference group)are considered in this paper.The findings are as follows:1) consumers with higher level of Machiavellianism are more likely to claim in an opportunistic manner.2) The reasonable compensation would evoke the desire for cheating behavior for Low Machs,while reduce the probability of opportunistic claiming behavior for High Machs.Both platform attitude and reference group only have significant effects on Low Machs.Specifically,3)platform with tolerant attitude would face to more opportunistic claims and 4) reference groups opportunistic manners would misguide otbers to do so.

关键词： Opportunistic claiming behavior Service guarantee Two-sided market

作者: Xinyan Liu Wenyan Zhou Silu Yu Li Zhao

作者单位: School of Business Administration, Zhongnan University of Economics and Law, China

会议类型: 国际会议

会议名称: The Twelfth Wuhan International Conference on E-Business(第十二届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 465-473

在线出版日期: 2013-05-25（万方平台首次上网日期，不代表论文的发表时间）