摘要
跨境电商平台交易兼具跨区和跨境双重特征,二者分别诱发了交易过程中的信息不对称与制度差异性,从而加剧了交易纠纷的发生频率和裁决难度。现有研究大多采用技术治理机制和制度治理机制解决以上问题。本文基于治理需求和治理供给匹配的视角,演绎出以"技术治理机制降低信息不对称与制度治理机制消除制度差异性"为特征的"对根下药式"正位治理模式和以"制度治理机制规制信息不对称与技术治理机制规避制度差异性"为特征的"对症下药式"错位治理模式。通过深入分析发现,正位治理模式立足纠纷起源,追求公正,可以彻底解决纠纷,而错位治理模式扎根现实症结,追求效益,可以快速解决纠纷;前者推动治理体系向行政管理转移、治理特征向刚性治理转向、治理逻辑向合规逻辑转换,而后者推动治理体系向市场治理转移、治理特征向柔性治理转向、治理逻辑向合意逻辑转换,二者的相互补充、相互替代、协同互动构成了治理模式的演进动力。本文的研究既为跨境电商平台交易纠纷治理提供了崭新的视角和有益的实践指导,也在理论上揭示了网络治理模式的多维结构,深化了技术治理机制和制度治理机制之间的关系认知,推动了国际制度理论与公共治理理论的进一步发展。
Both cross-regional and cross-border characteristics exist in transactions by cross-border ecommerce platforms,in which the former leads to information asymmetry while the latter results in institutional differences,and thus frequency of disputes and difficulty of adjudication have increased.Existing research strongly advocates solving these above problems through technological solutions and institutional solutions.From the perspective of fit between governance demand and governance supply,this paper distinguishes the normotopic governance model,defined as reducing information asymmetry with technological solutions and settling institutional differences with institutional solutions,and characterized by suiting solutions to origination,from the transpositional governance model,defined as overcoming information asymmetry with institutional solutions and avoiding institutional differences with technological solutions,and characterized by suiting solutions to situation.Further analysis shows that the normotopic governance model is based on the source of disputes,pursuing justice and solving disputes thoroughly,while the transpositional governance model is rooted in practical problems,pursuing benefits and solving disputes quickly.Whereas the normotopic governance model promotes transfer of orientation in the governance system to administrative governance,characteristics of governance model to rigidity,and dominance of governance logic to consensus,the transpositional governance model promotes transfer of orientation in the governance system to market governance,characteristics of governance model to flexibility,and dominance of governance logic to compliance.Mutual complementation,mutual substitution and collaborative interaction between the normotopic governance model and the transpositional governance model constitute the evolutionary dynamics of governance route.These findings provide a new research perspective and useful practical guidance for governance mechanisms for disputes in transactions by cross-border e-commerce platforms.They also theoretically reveal the multi-dimensional structure of network governance model,deepen existing research on relationship between technological solutions and institutional solutions,and facilitate further development of international institutional theory and public governance theory.
作者
张其林
汪旭晖
ZHANG Qi-lin;WANG Xu-hui(School of Business Administration,Dongbei University of Finance and Economics,Dalian 116025,China)
出处
《中国工业经济》
CSSCI
北大核心
2021年第12期166-184,共19页
China Industrial Economics
基金
国家自然科学基金青年项目“价值共创过程中的权利分割机制研究:平台企业和平台卖家互动视角下平台型电商的权利配置与激励效应”(批准号71902021)
国家自然科学基金面上项目“消费者如何处理复杂信息?平台型电商情境下信号的超载、冲突、噪声对买家决策的影响”(批准号71972030)
教育部人文社会科学研究青年项目“平台卖家违规行为对平台型电商声誉的影响机制及矫正措施研究”(批准号18YJC630247)。
关键词
跨境电商
跨区交易
跨境交易
正位治理
错位治理
cross-border e-commerce
cross-regional transaction
cross-border transaction
normotopic governance
transpositional governance
