B2B电子中介买方用户忠诚形成机理实证研究——基于转移成本的调节作用

The Empirical Study on Buyer Loyalty Formation Mechanism for B2B E-Intermediary:Moderating Role of Switching Cost

以提供买卖双方支持服务的B2B电子中介为研究对象,探索了买方用户忠诚的形成机理以及转移成本的关键维度,建立了基于转移成本调节作用的买方用户忠诚概念模型,然后采集数据,运用结构方程建模技术对买方用户忠诚的形成机理以及转移成本对买方用户忠诚形成机理的调节作用进行了检验,得出了买方用户忠诚的影响因素、影响程度以及转移成本的具体调节范围等。

The paper aims at B2B e intermediary providing support service for both buyers and sellers, explores buyers loyalty information mechanism and key dimensions of switching cost, and the orizes a measurement model of buyers loyalty based on moderating role of switching cost. Then buyer loyalty formation mechanism and the moderating role of switching cost on buyer loyalty formation mechanism are empirically validated using a sampling survey of buyers and SEM （structural equation modeling） approach to test hypotheses. Finally, influential factors, influential degrees of buyer loyalty and moderating scope of switching cost are presented, providing guidance for training loyal buyers of B2B e-intermediary