O2O商业模式的创新导向:效率还是价值?——基于O2O创业失败样本的实证研究

doi:10.16381/j.cnki.issn1003-207x.2019.04.006

摘要/Abstract

摘要： 商业模式创新是创业企业实现价值创造和竞争优势的重要路径。本文立足于O2O创业失败这一中国典型商业实践，基于服务主导逻辑和互联网经济学的理论基础，从商业模式创新及价值创造视角剖析O2O创业失败归因，并以实证研究方法重点探讨商业模式创新导向与O2O创业失败的关系。首先，引入效率型和价值型商业模式作为O2O商业模式的两类创新导向，在创业环境和行业竞争的调节作用下，构建其与创业失败的理论框架；然后，选取存续时间为2013~2016年的部分O2O创业失败企业作为研究样本，通过清科、Wind、投中等数据库以及IT桔子等互联网渠道获取大量样本信息，借鉴文本挖掘及案例调查法进行数字化评级以准确测度相关构念，并建立层次回归模型对理论假设进行实证检验。研究表明：O2O商业模式的效率性和价值性越高，新创企业就越不容易失败；创业环境越好，采用效率型商业模式的企业就越不容易失败；行业竞争强度越高，采用价值型商业模式的企业就越不容易失败，而采用效率型商业模式的企业却更容易失败。本文在进一步丰富商业模式创新类型及创业失败归因相关研究的同时，对O2O新创企业降低创业失败风险也具有一定启示作用。

关键词: O2O商业模式, 创新导向, 价值创造, 创业失败, 实证研究

Abstract: The mobile internet era comes with the combination of online and offline(O2O), which has brought a great transformation to traditional business models, so O2O business model innovation becomes an important strategic choice for startups to realize value-creation and gain competitive advantage. But during the last four years, a number of O2O startups had failed, which brought two questions:What is wrong with those failed startups' O2O business model? Which innovation orientation of O2O business model can reduce the risk of entrepreneurial failure? So according to the typical business practice of O2O entrepreneurial failure, from the perspective of business model innovation and value creation, and based on two new theories such as service dominant logic and internet economics, failed O2O startups are set as research sample and empirical study is used to analyze this phenomenon, aiming at exploring the link between innovation orientations of O2O business model and entrepreneurial failure. Firstly, efficiency-oriented and value-oriented business models are introduced as two sorts of O2O business model innovation orientations, afterwards, the framework of the link between innovation orientations and entrepreneurial failure is established under the moderating effect of entrepreneurial environment and industrial competition. Then, the O2O startups whose duration period is from 2013 to 2016 are chosen as research sample, according to the information collected from databases such as Zero2IPO, Wind, Chinaventure and online channels such as ITjuzi, text mining and case survey are adopted to transfer unstructured case information into numeral rating to precisely measure relevent constructs. Finally, a hierarchical regression model is built to test theoretical hypotheses. The final empirical results show that both efficiency-oriented and value-oriented business models can reduce the risk of entrepreneurial failure, when entrepreneurial environment is relatively good, startups with efficiency-oriented business model are less likely to fail, when industrial competition is relatively fierce, startups with value-oriented business model are less likely to fail, whereas those whose business model is efficiency-oriented are more likely to fail. This paper has two main significances:Academically, it enriches relevant study on the character of business model innovation and the reason of entrepreneurial failure; Practically, the findings can help O2O startups reduce the risk of entrepreneurial failure.

Key words: O2O business model, innovation orientations, value creation, entrepreneurial failure, empirical study

中图分类号:

F270

江积海, 王烽权. O2O商业模式的创新导向:效率还是价值?——基于O2O创业失败样本的实证研究[J]. 中国管理科学, 2019, 27(4): 56-69.

JIANG Ji-hai, WANG Feng-quan. Innovation Orientations of O2O Business Model: Efficiency or Value? An Empirical Study Based on Entrepreneurial Failure Sample[J]. Chinese Journal of Management Science, 2019, 27(4): 56-69.

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