双边平台顾客粘性倾向的影响因素研究

发布时间：2018-03-02 03:23

本文关键词： O2O电子商务平台网络营销网络外部性顾客感知价值顾客粘性倾向　出处：《大连理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网技术的高速发展,一种依托于双边市场理论的020(Online To Offline)新型电子商务平台获得了蓬勃发展,它是指一边接入能够进行产品售卖的商户,另一边接入通过平台进行产品购买的顾客,并且只有形成庞大的双边用户规模,平台才能形成竞争优势。然而,由于激烈的市场竞争以及平台顾客一边的用户转移成本较低,双边平台往往难以形成持久的顾客保留,即平台的顾客粘性较弱。因此,怎样形成顾客保留并增强顾客粘性倾向,是具有双边市场性质的平台企业亟待解决的问题。通过对020双边平台的特点进行分析,发现平台两边的用户数量越多,在从众或示范效应的影响下,顾客对平台的粘性越强,而在经济学中,用户数量的多少对消费者产生的影响被称为网络外部性,同时在双边市场情境中,网络外部性被划分成边内网络外部性和边间网络外部性两个维度。因此,本研究在此背景下,讨论了这两种网络外部性对顾客粘性倾向的影响路径,并加入了顾客感知价值这一中间变量,构建了网络外部性——顾客感知价值——顾客粘性倾向的理论模型,主要目的是为解释网络外部性对顾客粘性倾向的影响机理。本文运用规范分析和实证分析相结合的方法,以“饿了么”外卖订餐平台和成为外卖订餐主力的大学生作为调研对象,并运用SPSS19.0和LISREL8.7软件对收回的数据进行分析,得到以下结论：(1)网络外部性的两个维度,即边内网络外部性和边间网络外部性正向影响顾客粘性倾向；(2)边内网络外部性和边间网络外部性分别正向影响顾客感知价值的三个维度,即功能性价值、情感性价值以及情境性价值；(3)功能性价值、情感性价值以及情境性价值正向影响顾客粘性倾向；(4)功能性价值和情境性价值在边内网络外部性和顾客粘性倾向之间存在部分中介作用；(5)功能性价值和情感性价值在边间网络外部性和顾客粘性倾向之间存在部分中介作用。最后,根据本研究得到的实证结果,并结合现实背景,对具有双边市场性质的平台企业提出若干营销建议。
[Abstract]:With the rapid development of Internet technology, a new e-commerce platform, 020Online to offline, which is based on the bilateral market theory, has flourished. The other side accesses customers who purchase products through the platform, and only by forming a large bilateral user scale can the platform form a competitive advantage. However, due to the fierce market competition and the lower user transfer costs on the side of the platform customers, It is often difficult for bilateral platforms to form durable customer retention, that is, the customer stickiness of the platform is weak. Therefore, how to form customer retention and enhance customer stickiness, Through the analysis of the characteristics of the 020 bilateral platform, it is found that the more users on both sides of the platform, the stronger the customer stickiness to the platform under the influence of herd or demonstration effect. In economics, the influence of the number of users on consumers is called network externality, and in the bilateral market situation, network externality is divided into two dimensions: intra-edge network externality and inter-edge network externality. In this context, this study discusses the impact of these two network externalities on customer stickiness, and adds customer perceived value as an intermediate variable. This paper constructs a theoretical model of network externality-customer perceived value-customer stickiness tendency. The main purpose of this model is to explain the influence mechanism of network externality on customer stickiness tendency. Taking the "hungry man" take-out platform and the college students who are the main take-out students as the research objects, and using SPSS19.0 and LISREL8.7 software to analyze the recovered data, the following conclusions are drawn: 1) the two dimensions of network externality. That is, the network externality within the edge and the network externality between the sides have a positive influence on the customer viscosity. (2) the three dimensions of the network externality within the edge and the network externality between the sides affect the perceived value of the customer respectively, that is, the functional value. Emotional value and situational value. Affective value and situational value have positive influence on customer stickiness. (4) functional value and situational value there is a partial intermediary role between network externality and customer stickiness in the edge. 5) functional value and affective price. There is a partial mediating effect between the value of inter-edge network externality and customer stickiness. Finally, According to the empirical results of this study and combining with the realistic background, some marketing suggestions are put forward for the platform enterprises with the nature of bilateral market.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F713.36

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