Kwak Jooyoung, Zhang Yue, Yu Jiang
School of Business Yonsei University, Seoul, Republic of Korea.
Institutes of Science and Development, Chinese Academy of Sciences, Beijing, People's Republic of China.
Technol Forecast Soc Change. 2019 Feb;139:115-124. doi: 10.1016/j.techfore.2018.06.038. Epub 2018 Jun 28.
Although existing studies have connected the emergence and development of e-commerce with infrastructure, culture, and regulations, we approach technological and platform acceptance from the perspective of legitimacy building. In our study, legitimacy is categorized into market, relational, and social legitimacy, and the link between each type of legitimacy and acceptance is explored. We select the case of Alibaba and argue that Alibaba was especially competent in building legitimacy. Alibaba's continuous efforts to build legitimacy facilitated platform evolution despite its exposed weakness in intellectual property rights. These efforts rendered Alibaba as a de facto standard e-business model. This research suggests that any firm that wants market acceptance for its platform or e-commerce technology should focus more on building legitimacy among stakeholders than on anything else.
尽管现有研究已将电子商务的出现与发展同基础设施、文化及法规联系起来，但我们从合法性构建的角度来探讨技术与平台的接受度。在我们的研究中，合法性被分为市场合法性、关系合法性和社会合法性，并探究了每种合法性与接受度之间的联系。我们选取阿里巴巴的案例并认为，阿里巴巴在构建合法性方面尤为出色。尽管阿里巴巴在知识产权方面存在明显弱点，但它持续构建合法性的努力推动了平台的发展。这些努力使阿里巴巴成为事实上的标准电子商务模式。本研究表明，任何希望其平台或电子商务技术获得市场认可的公司，都应更多地关注在利益相关者中构建合法性，而非其他任何方面。
