How e-commerce platforms build channel power: the role of AI resources and market-based assets

Abstract

Purpose

Considering the emergence of e-commerce platforms and their integration into marketing channels, this paper aims to investigate how artificial intelligence (AI) resources – both technological and human – possessed by e-commerce platforms can enhance their channel power by acquiring market-based assets (relational and intellectual).

Design/methodology/approach

Based on resource-based theory and resource orchestration theory, the authors developed a framework tested using survey data gathered from the sellers, which incorporated six key variables: the e-commerce platform’s AI technology resources and human resources, rational and intellectual market-based assets, intraplatform competition and channel power. The analyses are performed using the regression analysis technique.

Findings

The empirical findings indicate that both technological and human AI resources are crucial in building channel power. In addition, market-based assets serve as a mediator in this relationship, while intraplatform competition moderates the effect of intellectual market-based assets on channel power negatively.

Originality/value

This study contributes to the existing literature by exploring how e-commerce platforms’ AI resources affect their channel power. The results offer valuable guidance to managers and researchers on optimizing AI resources to improve channel power.

Citation

Deng, G., Zhang, J. and Xu, Y. (2024), "How e-commerce platforms build channel power: the role of AI resources and market-based assets", Journal of Business & Industrial Marketing, Vol. 39 No. 2, pp. 173-188. https://doi.org/10.1108/JBIM-11-2022-0497