网络外部性下B2B电子中介用户忠诚的提升策略

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。

The object of this paper is a kind of B2B E-commerce platform, which is the third party to provide trade services for enter- prises in the Internet, the core of the development of e-commerce in China, and the loyalty of users is very important to the development of B2B E-commerce platform. Under the influence of network externalities, the formation of user loyalty is directly or indirectly influenced by the brand image, customer perceived quality, transfer cost, etc., and the influence of network externalities on user loyalty is mainly reflected in four aspects： the intermediary effect, the regulation effect, the aggregation effect and the cost effect. From the measures such as the user learning, user management form the perspective of supply chain, making full use of user data, increasing technology investment and increasing the cost of transfer, can greatly enhance the B2B E-commerce Platform users＇ loyalty.