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本文选取百度、阿里巴巴、腾讯、京东和新浪5家国内知名的电子商务平台企业,基于多案例分析的视角对其云计算拓展的动因进行深入剖析。研究采用内容分析法,借助QSRNVivo 8质性分析软件对所收集的访谈记录、新闻报道和调查问卷等文献资料进行编码与分析。结果表明:商业动因是令电子商务平台向云计算领域拓展的首要动因,环境动因其次,组织动因和技术动因分列第三和第四位;对二级节点的分析表明,提供高质量的客户服务,维持良好的客户关系是电子商务平台云拓展的首要商业动因;市场需求在环境动因中占主导地位;组织动因中,最具影响力的是高层的支持;云计算的技术特征则是最具影响力的技术动因。本研究不仅弥补了现有研究中关于平台拓展动因阐释的空白,也为中国平台产业的发展决策提供了参考。
This article selects five well-known e-commerce platform enterprises of Baidu, Alibaba, Tencent, Jingdong and Sina, and analyzes the motivation of cloud computing expansion based on multi-case analysis. The research uses content analysis method to encode and analyze the collected data such as interview records, news reports and questionnaires with QSRNVivo 8 qualitative analysis software. The results show that: the commercial motivation is the primary motivation for the e-commerce platform to expand into the field of cloud computing, the second is the environmental motivation, the third is the organizational motivation and the fourth is the technical motivation. The analysis of the second-level nodes shows that providing high-quality customers Service and maintaining good customer relationship are the primary business motivations for cloud expansion of e-commerce platform; market demand is the dominant factor in environmental motivation; among organizational motivation, the most influential is high-level support; and the technical characteristics of cloud computing are the most Influential technical motivation. This study not only makes up for the blank of the existing research on the motivation of platform expansion, but also provides a reference for the development and decision-making of China’s platform industry.