Platform enterprises, which are growing in both quantity and scale, have been inseparable from modern life. In China, the laws specific to platform enterprises fall behind their ever-changing business model. Hence, it is an urgent requirement that platform enterprises undertake their social responsibilities, which will influence consumer extra-role behaviors besides bringing reputation advantages to the enterprises. Based on the motivation theory and social exchange theory, this paper divides corporate social responsibility (CSR) into business ethical responsibility and public welfare responsibility using the CSR division method proposed by McWilliams and Siegel, puts forward self-moral restraint as the proxy variable for business ethical responsibility and explains the relationship between CSR and customer extra-role behavior. It is found that customer extra-role behavior is positively influenced by platform enterprises’ social responsibility. The perception of interest consensus exerts a positive influence on extra-role behavior, so does the perception of service identity. The public welfare responsibility is positively influenced by business ethical responsibility.

This paper attempts to disclose the reasons for consumers of the parent product at PC terminal to the extended product at the mobile terminal. Based on the classical theories of brand extension, technology acceptance and continuance intention, three new factors, namely, perceived integrity, irreplaceability and new value recognition, were introduced and a hypothetical model was put forward and tested through empirical analysis. The empirical results show that the satisfaction of the parent product does not affect the continuance intention of the extended product. Specifically, the perceived ease-of-use of the extended product mediates the relationship between the satisfaction of the parent product and the continuance intention of the extended product. The perceived irreplaceability of the extended product has a positive impact on the continuance intention, so do the new perceived value and perceived integrity.

Based on the characteristics of the e-commerce industry, this paper proposes the conception of operating intensity and explores the relationships between R&D intensity, operating intensity and firms’ performance. Multiple regression analysis approach is adopted based on the unbalanced panel dataset of global e-commerce listed companies in 49 countries in 2001-2015. Our findings suggest that suitable R&D intensity contributes positively to e-commerce firms’ performance, and with a lag. Operating intensity contributes an inverted U shape to e-commerce firms’ performance. We also find that interaction between R&D and operating intensity’s effects on firms’ performance is positively significant in global samples. In Group 7 sample, R&D intensity contributes positively to e-commerce firms’ performance, but BRICS sample’s is negative. Operating intensity contributes positively to firms’ performance both in Group 7 sample and BRICS sample. Marginal utility of operating intensity on firms’ performance in Group 7 sample is bigger than in BRICS. The results imply that R&D investment of e-commerce listed companies in BRIC countries has not converted to benefit, however it drags down the firms’ performance.

No abstract