电子商务网络的用户切换成本及其管理的研究
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摘要
用户切换成本影响了用户采用电子商务网络的决策,从而影响了电子商务网络的发展。本文系统地研究了用户切换成本与电子商务网络的发展,分析了以培养电子商务网络用户切换成本为目标的相关管理问题,既完善了电子商务网络理论,又对电子商务网络实践具有重要的指导意义。
首先,我们讨论了电子商务网络用户切换成本的组成、分类、度量,初步分析了用户切换成本对电子商务网络市场的影响。发现较强的网络外部性使得竞争的动态性和不稳定性增大;当其他条件相同时,互相竞争的网络中用户的切换成本越大则市场稳定性越大,切换成本的增加减少了用户切换的动机和行为。
然后,我们分别探讨了用户切换成本与电子商务网络的成长、用户切换成本与电子商务网络的价格、用户切换成本与电子商务网络市场的进入。
关于用户切换成本与电子商务网络的成长,我们先在信息技术采纳模型的基础上提出了电子商务网络用户采用模型,再以扩散理论为基础建立了电子商务网络的成长竞争模型并进行了数值模拟分析。该模拟分析的结果揭示了切换成本在电子商务网络成长中的重要性,在一定条件下可能影响最终的市场竞争结局。但是竞争结局是多方面因素影响的共同结果,切换成本作为因素之一所起的作用是有限的、有条件的。
关于用户切换成本与电子商务网络的价格,我们建立了统一定价模型来分析用户规模十分巨大、足够维持各竞争的电子商务网络生存的情形,发现在这种情形下切换成本会提高价格水平。我们也建立了一个分阶段定价模型来分析两家电子商务网络平台同时进入一个存在大量潜在用户的新兴市场的情形,发现当存在用户切换成本时,第一阶段市场份额的增加会使得第二阶段的价格有所提高,在第一阶段的定价会考虑竞争对手网络效应的强度,并且当自己的网络效应强度高于对方的网络效应强度时有动机再进一步略为提高自己的价格。然后我们通过数值模拟探讨了用户切换成本和价格作为竞争手段在电子商务网络市场上的使用,指出在实践中由于网络竞争的时间性和动态性,单纯的价格竞争可能是无效的,如果不能对获取的用户建立起切换成本就难以保留用户。
关于用户切换成本与电子商务网络市场的进入,我们分析认为用户切换成本使潜在进入者在成本上、市场需求上、对未来利润估计上处于劣势,故用户切换成本构成一种进入障碍。通过建立模型进行分析发现,当网络效应达到一定强度后,能够构成市场进入壁垒,并且用户切换成本能进一步提高进入壁垒。
由于用户切换成本对电子商务网络的成长、价格和市场进入的重要影响,我们必须重视对用户切换成本的管理。最后,针对电子商务网络的有形用户切换成本普遍较低并趋于减少的现状,基于客户关系管理理论,分析了以培养电子商务网络无形用户切换成本为主要目标的用户忠诚管理的相关问题。
由于电子商务网络的新兴性,本研究从内容上看是具有前沿性的。本研究具有创新性的结论包括:提出了电子商务网络的用户采用模型:分别建立模型定量化地、系统地分析了用户切换成本对电子商务网络的成长、价格和市场进入的影响;探讨了电子商务网络的无形切换成本及相关管理问题。
Switching costs would influence user's decision in adopting electronic commerce network, thus affecting the development of electronic commerce network. In this paper, we systematically study effect of user's switching costs on development of electronic commerce network, and analyze management problems aiming at user's switching costs in electronic commerce network. It would improve the theory of electronic commerce network, and has important guiding sense to practice of electronic commerce network.
Above all, we discuss the composition, classification and measure of user's switching costs of electronic commerce network, and we analyze tentatively influence of user's switching costs on market development of electronic commerce network. Analysis discovers that strong network externality enhances the dynamic and unstableness of competition. When other conditions are same, the higher user's switching costs of electronic commerce networks competing with each other is, the stronger market stability is. Increasing of switching costs would reduce user's motive and behavior of switching.
Then, we respectively probe into influence of user's switching costs on growth of electronic commerce network, influence of user's switching costs on price of electronic commerce network and influence of user's switching costs on entry of electronic commerce network market.
Concerning influence of user's switching costs on growth of electronic commerce network, we propose a user adopting model of electronic commerce network based on information technology acceptance model. Then we establish a growth competition model of electronic commerce network based on technological innovation diffusion theory to carry on numerical simulation analysis. This numerical simulation analysis reveals the importance of user's switching costs to growth of electronic commerce network. User's switching costs may affect final competition result under given condition, but competition result is influenced by various factors. As one of these factors, the role user's switching costs play is limited and is subject to certain conditions.
Concerning influence of user's switching costs on price of electronic commerce network, we establish a unified pricing model to discuss the situation when user scale is huge enough to make each competitive electronic commerce network survive. Analysis discovers that user's switching costs could lead to price rising under this situation. We also establish a two-stage pricing model to discuss the situation when two competitive electronic commerce network platforms simultaneously enter an emerging market in which there are massive potential users. In this situation, we find that increase of market share in first stage could raise price in second stage when user has switching costs. We also find that intensity of network effect of competitor would be considered when price is decided in first stage if user has switching costs. Moreover, if user has switching costs, motive of slightly raising price exists when intensity of network effect is higher than that of your competitor's. Then we discuss the using of user's switching costs and price as competitive methods in markets of electronic commerce network by numerical simulation. We point out that pure price competition is possibly invalid owing to timeliness and dynamic of network competition in practical circumstance. If switching costs cannot be established for your users, it is difficulty to retain these users.
Concerning influence of user's switching costs on market entry, we think user's switching costs lead potential entrant into a disadvantageous position in cost, market demand, and estimate of future profit. Therefore, user's switching costs form obstruction of entry, and even possibly form a kind of barriers to entry. Analysis based on proposed model shows that enough intensity of network effect could form barrier to entry, and user's switching costs can strengthen network effect and enhance barrier to entry.
Since user's switching costs have important influence on growth, price and market entry of electronic commerce network, we must take seriously the management of user's switching costs. Finally, aiming at the present situation that tangible user's switching costs of electronic commerce network is generally lower and tends to reduce, we analyze user's loyalty management aiming at intangible user's switching costs of electronic commerce network based on the theory of customer relationship management.
The market of electronic commerce network is newly-emerging, the content of this study is frontiers. The innovations of this study are as followings.
A user-adopting model of electronic commerce network is put forward. Models are established respectively to analyze the influence of user's switching costs on growth, price and market entry of electronic commerce network quantitatively and systematically. Intangible switching costs of users and related management issue are probed.
首先,我们讨论了电子商务网络用户切换成本的组成、分类、度量,初步分析了用户切换成本对电子商务网络市场的影响。发现较强的网络外部性使得竞争的动态性和不稳定性增大;当其他条件相同时,互相竞争的网络中用户的切换成本越大则市场稳定性越大,切换成本的增加减少了用户切换的动机和行为。
然后,我们分别探讨了用户切换成本与电子商务网络的成长、用户切换成本与电子商务网络的价格、用户切换成本与电子商务网络市场的进入。
关于用户切换成本与电子商务网络的成长,我们先在信息技术采纳模型的基础上提出了电子商务网络用户采用模型,再以扩散理论为基础建立了电子商务网络的成长竞争模型并进行了数值模拟分析。该模拟分析的结果揭示了切换成本在电子商务网络成长中的重要性,在一定条件下可能影响最终的市场竞争结局。但是竞争结局是多方面因素影响的共同结果,切换成本作为因素之一所起的作用是有限的、有条件的。
关于用户切换成本与电子商务网络的价格,我们建立了统一定价模型来分析用户规模十分巨大、足够维持各竞争的电子商务网络生存的情形,发现在这种情形下切换成本会提高价格水平。我们也建立了一个分阶段定价模型来分析两家电子商务网络平台同时进入一个存在大量潜在用户的新兴市场的情形,发现当存在用户切换成本时,第一阶段市场份额的增加会使得第二阶段的价格有所提高,在第一阶段的定价会考虑竞争对手网络效应的强度,并且当自己的网络效应强度高于对方的网络效应强度时有动机再进一步略为提高自己的价格。然后我们通过数值模拟探讨了用户切换成本和价格作为竞争手段在电子商务网络市场上的使用,指出在实践中由于网络竞争的时间性和动态性,单纯的价格竞争可能是无效的,如果不能对获取的用户建立起切换成本就难以保留用户。
关于用户切换成本与电子商务网络市场的进入,我们分析认为用户切换成本使潜在进入者在成本上、市场需求上、对未来利润估计上处于劣势,故用户切换成本构成一种进入障碍。通过建立模型进行分析发现,当网络效应达到一定强度后,能够构成市场进入壁垒,并且用户切换成本能进一步提高进入壁垒。
由于用户切换成本对电子商务网络的成长、价格和市场进入的重要影响,我们必须重视对用户切换成本的管理。最后,针对电子商务网络的有形用户切换成本普遍较低并趋于减少的现状,基于客户关系管理理论,分析了以培养电子商务网络无形用户切换成本为主要目标的用户忠诚管理的相关问题。
由于电子商务网络的新兴性,本研究从内容上看是具有前沿性的。本研究具有创新性的结论包括:提出了电子商务网络的用户采用模型:分别建立模型定量化地、系统地分析了用户切换成本对电子商务网络的成长、价格和市场进入的影响;探讨了电子商务网络的无形切换成本及相关管理问题。
Switching costs would influence user's decision in adopting electronic commerce network, thus affecting the development of electronic commerce network. In this paper, we systematically study effect of user's switching costs on development of electronic commerce network, and analyze management problems aiming at user's switching costs in electronic commerce network. It would improve the theory of electronic commerce network, and has important guiding sense to practice of electronic commerce network.
Above all, we discuss the composition, classification and measure of user's switching costs of electronic commerce network, and we analyze tentatively influence of user's switching costs on market development of electronic commerce network. Analysis discovers that strong network externality enhances the dynamic and unstableness of competition. When other conditions are same, the higher user's switching costs of electronic commerce networks competing with each other is, the stronger market stability is. Increasing of switching costs would reduce user's motive and behavior of switching.
Then, we respectively probe into influence of user's switching costs on growth of electronic commerce network, influence of user's switching costs on price of electronic commerce network and influence of user's switching costs on entry of electronic commerce network market.
Concerning influence of user's switching costs on growth of electronic commerce network, we propose a user adopting model of electronic commerce network based on information technology acceptance model. Then we establish a growth competition model of electronic commerce network based on technological innovation diffusion theory to carry on numerical simulation analysis. This numerical simulation analysis reveals the importance of user's switching costs to growth of electronic commerce network. User's switching costs may affect final competition result under given condition, but competition result is influenced by various factors. As one of these factors, the role user's switching costs play is limited and is subject to certain conditions.
Concerning influence of user's switching costs on price of electronic commerce network, we establish a unified pricing model to discuss the situation when user scale is huge enough to make each competitive electronic commerce network survive. Analysis discovers that user's switching costs could lead to price rising under this situation. We also establish a two-stage pricing model to discuss the situation when two competitive electronic commerce network platforms simultaneously enter an emerging market in which there are massive potential users. In this situation, we find that increase of market share in first stage could raise price in second stage when user has switching costs. We also find that intensity of network effect of competitor would be considered when price is decided in first stage if user has switching costs. Moreover, if user has switching costs, motive of slightly raising price exists when intensity of network effect is higher than that of your competitor's. Then we discuss the using of user's switching costs and price as competitive methods in markets of electronic commerce network by numerical simulation. We point out that pure price competition is possibly invalid owing to timeliness and dynamic of network competition in practical circumstance. If switching costs cannot be established for your users, it is difficulty to retain these users.
Concerning influence of user's switching costs on market entry, we think user's switching costs lead potential entrant into a disadvantageous position in cost, market demand, and estimate of future profit. Therefore, user's switching costs form obstruction of entry, and even possibly form a kind of barriers to entry. Analysis based on proposed model shows that enough intensity of network effect could form barrier to entry, and user's switching costs can strengthen network effect and enhance barrier to entry.
Since user's switching costs have important influence on growth, price and market entry of electronic commerce network, we must take seriously the management of user's switching costs. Finally, aiming at the present situation that tangible user's switching costs of electronic commerce network is generally lower and tends to reduce, we analyze user's loyalty management aiming at intangible user's switching costs of electronic commerce network based on the theory of customer relationship management.
The market of electronic commerce network is newly-emerging, the content of this study is frontiers. The innovations of this study are as followings.
A user-adopting model of electronic commerce network is put forward. Models are established respectively to analyze the influence of user's switching costs on growth, price and market entry of electronic commerce network quantitatively and systematically. Intangible switching costs of users and related management issue are probed.
引文
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