Enhancing User Loyalty through Network Externality: An Empirical Study on B2B Platform

摘要：

　　Loyal users are vital to the future of B2B platform with rapid development and intensive competitions.This study examines how network externality, in terms of direct network externality and indirect network externality, enhances B2B platform users perceived value, and how such perception of value, in turn, influences their satisfaction and loyalty.First, we develop a conceptual model to describe the formation mechanism of user (seller) loyalty on B2B platform.Second, based on literature home and abroad, we develop a questionnaire.With a well-known B2B platform, we get 1,348 valid samples.At last, using structural equation modeling approach, we get the conceptual model fitted.The empirical results show that:network externality can be used as pre-drivers of perceived value thereby affecting user loyalty, but it has no direct influence on user satisfaction.

关键词： network externality user satisfaction user loyalty sellers b2b platform e-commerce

作者: Li Li Jie Zhao Jie He Ruibo Yao

作者单位: School of Economics and Management, Nanjing University of Science & Technology, Nanjing,210094, Chin Focus Technology Co., Ltd., Nanjing, 210061, China

会议类型: 国际会议

会议名称: The Thirteenth Wuhan International Conference on E-Business(第十三届武汉电子商务国际会议)(WHICEB2014)

会议地点: 武汉

会议语种:英文

页码: 343-351

在线出版日期: 2014-05-31（万方平台首次上网日期，不代表论文的发表时间）