论文题目：The influences of relative reputation and situational involvement on consumers’ choices between manufacturers’ Self-Owned and Third-Party Online Malls
报告人： 陈业鹏 博士研究生 北京邮电大学
主持人： 曾雪云 教授 北京邮电大学
指导专家：吴彦濬 教授 台湾师范大学
论文摘要：Affected by the rapid development of e-commerce, many manufacturers have established a Third-party Online Mall (TOM) on third-party platforms and a Self-owned Online Mall (SOM) on their own official websites. Though the SOM and TOM are established and operated by the same manufacturer, the sales of different types of products on these two stores vary greatly. What influenced consumers’ store choices? When will consumers choose a SOM or a TOM? To solve this problem, this paper distinguished between platform reputation and store reputation, and studied consumes’ relative perception of the two stores. We verified the influence of relative overall platform reputation, relative store reputation and situational involvement on store selection, revealing the cause mechanism of consumers’ store selection behavior in detail. This paper is a supplement to previous researches that mainly focus on consumers’ online/offline channel selection behavior and provides a useful reference for third-party platforms and manufacturers to develop marketing strategies.
指导专家简介：吴彦濬教授，博士毕业于美国密歇根大学安娜堡分校（University of Michigan，Ann Arbor），在中央财经大学等多所国内大学做学术报告和兼职教授。吴教授担任International Federation of Logistics and SCM Systems资深副主席，拥有50多篇SSCI/SCI论文发表于20个国际重要期刊。亦担任三个国际期刊的副主编与五个国际期刊（SSCI）专刊主编与数十个SSCI/SCI期刊之评审专家与编辑成员。