网络外部性下B2B电子中介用户忠诚的提升策略

发布时间：2018-02-27 18:13

本文关键词： 网络外部性 BB电子中介用户忠诚　出处：《企业经济》2016年04期 　论文类型：期刊论文

【摘要】：本文研究的对象是一类互联网中为企业提供交易服务的第三方———B2B电子中介,其是我国电子商务得以萌芽发展的"核心",而双边用户的忠诚对于B2B电子中介的发展具有至关重要的作用。在网络外部性作用下,用户忠诚的形成受到品牌形象、用户感知质量、转移成本等因素直接或间接的影响,而网络外部性对用户忠诚的影响作用主要体现在中介效应、调节效应、聚集效应和成本效应四个方面。通过向用户学习,从供应链角度管理用户,充分利用用户数据,加大技术投资提高用户感知质量以及提高用户在不同平台间转移的成本的举措,可以大幅度提升B2B电子中介用户的忠诚。
[Abstract]:The research object of this paper is a kind of third party in the Internet that provides transaction service for enterprise -B2B electronic intermediary. It is the "core" of the development of electronic commerce in China, and the loyalty of bilateral users plays an important role in the development of B2B electronic intermediary. Under the effect of network externality, the formation of user loyalty is influenced by brand image. User perceived quality, transfer cost and other factors have direct or indirect effects, while network externalities affect user loyalty mainly in four aspects: intermediary effect, adjustment effect, aggregation effect and cost effect. From the point of view of supply chain, the measures of managing users, making full use of user data, increasing technology investment to improve the perceived quality of users and increasing the cost of users transferring between different platforms can greatly enhance the loyalty of B2B electronic intermediary users.
【作者单位】：宿迁学院商学院;南京财经大学营销与物流管理学院;
【基金】：江苏省高校哲学社会科学基金项目“电子商务视角下苏北地区小微企业发展模式及路径研究”(项目编号:2014SJD783) 宿迁学院科研基金项目“宿迁高铁经济圈发展战略研究”(项目编号:2015KY02)
【分类号】：F724.6;F713.55

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