面向用户忠诚的B2B电子中介投资决策研究
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摘要
在金融危机、政府扶持等多种因素的共同作用下,互联网中为中小企业提供交易服务的第三方——B2B电子中介正迎来前所未有的发展机遇。B2B电子中介积极采取各种措施,提升其B2B电子商务平台的质量水平,旨在吸引更多的用户、扩大用户规模。但B2B电子商务平台普遍存在的用户忠诚度低的现象,制约着B2B电子中介用户规模的保持与扩大。对于B2B电子中介而言,哪些是用户忠诚的重要影响因素?如何依据用户忠诚的影响因素,制定面向用户忠诚的投资策略,如平台新产品开发、平台系统建设等投资策略?已成为影响B2B电子中介生存和发展的重要问题。
本文在综合运用实证分析和定量建模分析方法的基础上,借鉴营销管理、统计学、博弈论等相关理论和研究成果,首先开展B2B电子中介用户忠诚影响因素的实证测量和验证,然后结合用户忠诚的重要影响因素以及B2B平台服务特征、投资成本特征和B2B市场竞争特征,建立不同市场结构下B2B电子中介用户忠诚投资决策模型,以提出面向用户忠诚的B2B电子中介投资策略,以期为B2B电子中介的管理者科学地制定用户忠诚投资机制提供决策支持。
本文的主要工作体现在以下几个方面：
(1)B2B电子中介用户忠诚影响因素测量的模型假设
基于文献研究提出网络环境下影响用户忠诚的各变量：品牌形象、感知质量、感知价值、用户满意和转移成本。在梳理各变量的概念、归纳各变量之间关系的基础上结合B2B平台服务的特征界定各变量的概念、提出各变量之间的假设关系,以提出用户忠诚影响因素的概念模型假设。进一步,基于文献研究和电子商务管理实践设计各变量的测量维度,以提出概念模型中各变量的测量模型假设。
(2)B2B电子中介用户忠诚影响因素测量的模型实证验证与分析
首先基于假设的理论模型将各变量的测量维度转换成可供调查的问卷题项,通过在线调查方式依托于国内一家B2B电子中介,采集了覆盖五大洲114个国家的649份样本数据；然后对变量测量的信度和效度进行分析,以检验获得数据的可靠性；随后运用一般结构方程模型分析方法对未考虑转移成本调节作用的模型进行检验,重点分析感知质量对用户忠诚的影响机理；最后针对用户忠诚的重要影响因素——转移成本,分别运用基于分组的结构方程模型分析方法、加入乘积项的结构方程模型分析方法中的无约束方法分步骤对转移成本的调节作用进行检验,分析转移成本对用户忠诚的影响机理。这部分工作为后续定量建模奠定实践基础。
(3)两寡头序贯进入下的B2B电子中介用户忠诚投资决策建模分析
实证研究结果显示,B2B平台用户感知质量是影响用户忠诚的最关键变量,这一结论说明用户忠诚水平的提高需要提升B2B平台质量,需要通过信息技术投资来实现。因此,首先在假设两寡头企业序贯进行技术投资的基础上,结合实证研究结果中得到的转移成本会弱化用户对于B2B平台质量的感知进而影响用户忠诚这一结论,以及B2B平台服务具有的网络外部性、信息技术投资过程中信息技术成本随时间下降等因素,以Hotelling模型为基础,构建两寡头序贯进入下的B2B电子中介用户忠诚投资决策模型,分析转移成本、网络外部性、信息技术成本下降这三个因素独立影响以及交互影响下的B2B电子中介投资策略选择问题,进而研究了在用户转移成本的实测平均水平下,当前B2B电子中介可采取的投资策略。
(4)多寡头序贯进入下的B2B电子中介用户忠诚投资决策建模分析
基于用户忠诚影响因素实证研究结果将采取提升B2B平台质量的信息技术投资来提高用户忠诚。在假设多寡头企业序贯进行技术投资的基础上,结合信息技术投资过程中信息技术成本下降,以及B2B市场的竞争强度等这些因素,以Cournot模型为基础,构建多寡头序贯进入下的B2B电子中介用户忠诚投资决策模型,分析信息技术成本下降和竞争强度这两个因素影响下的B2B电子中介投资策略选择问题。
此外,基于两寡头序贯进入下的B2B电子中介用户忠诚投资决策模型进行拓展分析,主要包括两方面：一是考虑信息技术投资提升平台质量不仅产生固定投资成本,还会产生由平台质量水平提升带来的平台用户规模扩大所引起的平台维护方面的可变投资成本的情况下,通过构建B2B电子中介用户忠诚投资决策模型,对比分析不同投资成本结构下B2B电子中介投资策略选择的变化；二是以买方用户忠诚为研究重点,考虑买方用户关注B2B平台产品信息所投入的注意力成本这一因素,通过构建B2B电子中介的买方用户忠诚投资决策模型,分析注意力成本对B2B电子中介买方用户忠诚投资策略的影响。
With the coaction of financial crisis and government support,B2B e-intermediary, which provides transaction support for small and medium enterprises, is being faced with unprecedented development opportunities. B2B e-intermediary takes various measures actively to improve quality of B2B e-business platform for attracting more users and increasing market share. However, the low level of user loyalty prevents B2B e-intermediary to retain and increase market share. What are the influential factors of user loyalty, How to formulate effective investment strategy, such as investment strategy of new product development and system construstion, combined with influential factors of user loyalty, have become the major issue affecting the existense and development of B2B e-intermediary.
Employing empirical analysis and quantitative modeling as main method, and drawing lessons from the theory and achievement of marketing management, statistics and game theory, first the measurement and validation of influential factors of user loyalty are carried on, and then user loyalty investment strategy model under different market structure is built incorporated with the influential factors of user loyalty and characters of B2B platform to discover the inner mechanism of investment strategy formulation. The results provides B2B e-intermediary with insights into retaining and increasing the market share and improving user loyalty, and therefore helps B2B e-intermediary maintain their sustainability and profitability.
The main works are summarized as follows:
(1)Propose the model for measuring influential factors of user loyalty of B2B e-intermediary
Based on literature research, the influential factors of network user loyalty are framed, including brand image, perceived quality, perceived value, user satisfaction and switching costs. Then, the concepts of the influential factors are defined, and the relationship hypotheses among the influential factors are proposed to build conceptual model. Furthermore, measurement dimensions of influential factors are designed to build measurement model.
(2)Validate the model for measuring influential factors of user loyalty of B2B e-intermediary
The questionnaire is designed based on measurement model, and data is collected from649samples of a Chinese B2B e-intermediary in114countries all over the world. Structural equation modeling technique is applied to validate the model without considering the moderating effect of switching cost, and the effect of brand image, perceived quality, perceived value and user satisfaction on user loyalty is explained. Furthermore, according to switching cost which is the important influential factors of user loyalty, structural equation modeling technique based on group and unconstrained approach are applied to validate the moderating effect of switching cost, and the effect of switching cost on user loyalty is explained. This part is the basis and foundation of investment strategy modeling.
(3)Build user loyalty investment strategy model of a duopoly with sequential entry
Empirical results presents that perceived quality is the key influential factor of user loyalty. Therefore, improving the level of user loyalty needs to enhance B2B platform quality, and further needs to rely on information technology investment. Integrated with the effect of switching cost on user loyalty, and network externality, declining information technology cost, user loyalty investment strategy model of a duopoly with sequential entry is built based on Hotelling model. Then the interactive effect of switching cost, network externality, and declining information technology cost on investment strategy are discussed. Furthermore, investment strategy of B2B e-intermediary is put forward with the level of switching cost in empirical data.
(4)Build user loyalty investment strategy model of multi-oligopolies with sequential entry
Likewise, information technology investment which enhances B2B platform quality is applied to improve user loyalty. Integrated with declining information technology cost and competition intensity, user loyalty investment strategy model of multi-oligopolies with sequential entry is built based on Cournot model. Furthermore, the effect of declining information technology cost and competition intensity on investment strategy are discussed.
Besides, user loyalty investment strategy model of a duopoly with sequential entry are extended. One is considering that information technology investment incurs not only fixed cost but also variable cost, user loyalty investment strategy model is built, and investment strategies under different cost construct are discussed. The other one is considering that buyers would spend attention cost such as time and energy on browsing product information offered by B2B platform, buyer loyalty investment strategy model is built, and the effect of attention cost on buyer loyalty investment strategy is discussed.
本文在综合运用实证分析和定量建模分析方法的基础上,借鉴营销管理、统计学、博弈论等相关理论和研究成果,首先开展B2B电子中介用户忠诚影响因素的实证测量和验证,然后结合用户忠诚的重要影响因素以及B2B平台服务特征、投资成本特征和B2B市场竞争特征,建立不同市场结构下B2B电子中介用户忠诚投资决策模型,以提出面向用户忠诚的B2B电子中介投资策略,以期为B2B电子中介的管理者科学地制定用户忠诚投资机制提供决策支持。
本文的主要工作体现在以下几个方面：
(1)B2B电子中介用户忠诚影响因素测量的模型假设
基于文献研究提出网络环境下影响用户忠诚的各变量：品牌形象、感知质量、感知价值、用户满意和转移成本。在梳理各变量的概念、归纳各变量之间关系的基础上结合B2B平台服务的特征界定各变量的概念、提出各变量之间的假设关系,以提出用户忠诚影响因素的概念模型假设。进一步,基于文献研究和电子商务管理实践设计各变量的测量维度,以提出概念模型中各变量的测量模型假设。
(2)B2B电子中介用户忠诚影响因素测量的模型实证验证与分析
首先基于假设的理论模型将各变量的测量维度转换成可供调查的问卷题项,通过在线调查方式依托于国内一家B2B电子中介,采集了覆盖五大洲114个国家的649份样本数据；然后对变量测量的信度和效度进行分析,以检验获得数据的可靠性；随后运用一般结构方程模型分析方法对未考虑转移成本调节作用的模型进行检验,重点分析感知质量对用户忠诚的影响机理；最后针对用户忠诚的重要影响因素——转移成本,分别运用基于分组的结构方程模型分析方法、加入乘积项的结构方程模型分析方法中的无约束方法分步骤对转移成本的调节作用进行检验,分析转移成本对用户忠诚的影响机理。这部分工作为后续定量建模奠定实践基础。
(3)两寡头序贯进入下的B2B电子中介用户忠诚投资决策建模分析
实证研究结果显示,B2B平台用户感知质量是影响用户忠诚的最关键变量,这一结论说明用户忠诚水平的提高需要提升B2B平台质量,需要通过信息技术投资来实现。因此,首先在假设两寡头企业序贯进行技术投资的基础上,结合实证研究结果中得到的转移成本会弱化用户对于B2B平台质量的感知进而影响用户忠诚这一结论,以及B2B平台服务具有的网络外部性、信息技术投资过程中信息技术成本随时间下降等因素,以Hotelling模型为基础,构建两寡头序贯进入下的B2B电子中介用户忠诚投资决策模型,分析转移成本、网络外部性、信息技术成本下降这三个因素独立影响以及交互影响下的B2B电子中介投资策略选择问题,进而研究了在用户转移成本的实测平均水平下,当前B2B电子中介可采取的投资策略。
(4)多寡头序贯进入下的B2B电子中介用户忠诚投资决策建模分析
基于用户忠诚影响因素实证研究结果将采取提升B2B平台质量的信息技术投资来提高用户忠诚。在假设多寡头企业序贯进行技术投资的基础上,结合信息技术投资过程中信息技术成本下降,以及B2B市场的竞争强度等这些因素,以Cournot模型为基础,构建多寡头序贯进入下的B2B电子中介用户忠诚投资决策模型,分析信息技术成本下降和竞争强度这两个因素影响下的B2B电子中介投资策略选择问题。
此外,基于两寡头序贯进入下的B2B电子中介用户忠诚投资决策模型进行拓展分析,主要包括两方面：一是考虑信息技术投资提升平台质量不仅产生固定投资成本,还会产生由平台质量水平提升带来的平台用户规模扩大所引起的平台维护方面的可变投资成本的情况下,通过构建B2B电子中介用户忠诚投资决策模型,对比分析不同投资成本结构下B2B电子中介投资策略选择的变化；二是以买方用户忠诚为研究重点,考虑买方用户关注B2B平台产品信息所投入的注意力成本这一因素,通过构建B2B电子中介的买方用户忠诚投资决策模型,分析注意力成本对B2B电子中介买方用户忠诚投资策略的影响。
With the coaction of financial crisis and government support,B2B e-intermediary, which provides transaction support for small and medium enterprises, is being faced with unprecedented development opportunities. B2B e-intermediary takes various measures actively to improve quality of B2B e-business platform for attracting more users and increasing market share. However, the low level of user loyalty prevents B2B e-intermediary to retain and increase market share. What are the influential factors of user loyalty, How to formulate effective investment strategy, such as investment strategy of new product development and system construstion, combined with influential factors of user loyalty, have become the major issue affecting the existense and development of B2B e-intermediary.
Employing empirical analysis and quantitative modeling as main method, and drawing lessons from the theory and achievement of marketing management, statistics and game theory, first the measurement and validation of influential factors of user loyalty are carried on, and then user loyalty investment strategy model under different market structure is built incorporated with the influential factors of user loyalty and characters of B2B platform to discover the inner mechanism of investment strategy formulation. The results provides B2B e-intermediary with insights into retaining and increasing the market share and improving user loyalty, and therefore helps B2B e-intermediary maintain their sustainability and profitability.
The main works are summarized as follows:
(1)Propose the model for measuring influential factors of user loyalty of B2B e-intermediary
Based on literature research, the influential factors of network user loyalty are framed, including brand image, perceived quality, perceived value, user satisfaction and switching costs. Then, the concepts of the influential factors are defined, and the relationship hypotheses among the influential factors are proposed to build conceptual model. Furthermore, measurement dimensions of influential factors are designed to build measurement model.
(2)Validate the model for measuring influential factors of user loyalty of B2B e-intermediary
The questionnaire is designed based on measurement model, and data is collected from649samples of a Chinese B2B e-intermediary in114countries all over the world. Structural equation modeling technique is applied to validate the model without considering the moderating effect of switching cost, and the effect of brand image, perceived quality, perceived value and user satisfaction on user loyalty is explained. Furthermore, according to switching cost which is the important influential factors of user loyalty, structural equation modeling technique based on group and unconstrained approach are applied to validate the moderating effect of switching cost, and the effect of switching cost on user loyalty is explained. This part is the basis and foundation of investment strategy modeling.
(3)Build user loyalty investment strategy model of a duopoly with sequential entry
Empirical results presents that perceived quality is the key influential factor of user loyalty. Therefore, improving the level of user loyalty needs to enhance B2B platform quality, and further needs to rely on information technology investment. Integrated with the effect of switching cost on user loyalty, and network externality, declining information technology cost, user loyalty investment strategy model of a duopoly with sequential entry is built based on Hotelling model. Then the interactive effect of switching cost, network externality, and declining information technology cost on investment strategy are discussed. Furthermore, investment strategy of B2B e-intermediary is put forward with the level of switching cost in empirical data.
(4)Build user loyalty investment strategy model of multi-oligopolies with sequential entry
Likewise, information technology investment which enhances B2B platform quality is applied to improve user loyalty. Integrated with declining information technology cost and competition intensity, user loyalty investment strategy model of multi-oligopolies with sequential entry is built based on Cournot model. Furthermore, the effect of declining information technology cost and competition intensity on investment strategy are discussed.
Besides, user loyalty investment strategy model of a duopoly with sequential entry are extended. One is considering that information technology investment incurs not only fixed cost but also variable cost, user loyalty investment strategy model is built, and investment strategies under different cost construct are discussed. The other one is considering that buyers would spend attention cost such as time and energy on browsing product information offered by B2B platform, buyer loyalty investment strategy model is built, and the effect of attention cost on buyer loyalty investment strategy is discussed.
引文
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