本文關鍵詞： O2O電子商務平臺 網絡營銷 網絡外部性 顧客感知價值 顧客粘性傾向　出處：《大連理工大學》2015年碩士論文　論文類型：學位論文

【摘要】：隨著互聯(lián)網技術的高速發(fā)展,一種依托于雙邊市場理論的020(Online To Offline)新型電子商務平臺獲得了蓬勃發(fā)展,它是指一邊接入能夠進行產品售賣的商戶,另一邊接入通過平臺進行產品購買的顧客,并且只有形成龐大的雙邊用戶規(guī)模,平臺才能形成競爭優(yōu)勢。然而,由于激烈的市場競爭以及平臺顧客一邊的用戶轉移成本較低,雙邊平臺往往難以形成持久的顧客保留,即平臺的顧客粘性較弱。因此,怎樣形成顧客保留并增強顧客粘性傾向,是具有雙邊市場性質的平臺企業(yè)亟待解決的問題。通過對020雙邊平臺的特點進行分析,發(fā)現平臺兩邊的用戶數量越多,在從眾或示范效應的影響下,顧客對平臺的粘性越強,而在經濟學中,用戶數量的多少對消費者產生的影響被稱為網絡外部性,同時在雙邊市場情境中,網絡外部性被劃分成邊內網絡外部性和邊間網絡外部性兩個維度。因此,本研究在此背景下,討論了這兩種網絡外部性對顧客粘性傾向的影響路徑,并加入了顧客感知價值這一中間變量,構建了網絡外部性——顧客感知價值——顧客粘性傾向的理論模型,主要目的是為解釋網絡外部性對顧客粘性傾向的影響機理。本文運用規(guī)范分析和實證分析相結合的方法,以“餓了么”外賣訂餐平臺和成為外賣訂餐主力的大學生作為調研對象,并運用SPSS19.0和LISREL8.7軟件對收回的數據進行分析,得到以下結論：(1)網絡外部性的兩個維度,即邊內網絡外部性和邊間網絡外部性正向影響顧客粘性傾向；(2)邊內網絡外部性和邊間網絡外部性分別正向影響顧客感知價值的三個維度,即功能性價值、情感性價值以及情境性價值；(3)功能性價值、情感性價值以及情境性價值正向影響顧客粘性傾向；(4)功能性價值和情境性價值在邊內網絡外部性和顧客粘性傾向之間存在部分中介作用；(5)功能性價值和情感性價值在邊間網絡外部性和顧客粘性傾向之間存在部分中介作用。最后,根據本研究得到的實證結果,并結合現實背景,對具有雙邊市場性質的平臺企業(yè)提出若干營銷建議。
[Abstract]:With the rapid development of Internet technology, a new e-commerce platform, 020Online to offline, which is based on the bilateral market theory, has flourished. The other side accesses customers who purchase products through the platform, and only by forming a large bilateral user scale can the platform form a competitive advantage. However, due to the fierce market competition and the lower user transfer costs on the side of the platform customers, It is often difficult for bilateral platforms to form durable customer retention, that is, the customer stickiness of the platform is weak. Therefore, how to form customer retention and enhance customer stickiness, Through the analysis of the characteristics of the 020 bilateral platform, it is found that the more users on both sides of the platform, the stronger the customer stickiness to the platform under the influence of herd or demonstration effect. In economics, the influence of the number of users on consumers is called network externality, and in the bilateral market situation, network externality is divided into two dimensions: intra-edge network externality and inter-edge network externality. In this context, this study discusses the impact of these two network externalities on customer stickiness, and adds customer perceived value as an intermediate variable. This paper constructs a theoretical model of network externality-customer perceived value-customer stickiness tendency. The main purpose of this model is to explain the influence mechanism of network externality on customer stickiness tendency. Taking the "hungry man" take-out platform and the college students who are the main take-out students as the research objects, and using SPSS19.0 and LISREL8.7 software to analyze the recovered data, the following conclusions are drawn: 1) the two dimensions of network externality. That is, the network externality within the edge and the network externality between the sides have a positive influence on the customer viscosity. (2) the three dimensions of the network externality within the edge and the network externality between the sides affect the perceived value of the customer respectively, that is, the functional value. Emotional value and situational value. Affective value and situational value have positive influence on customer stickiness. (4) functional value and situational value there is a partial intermediary role between network externality and customer stickiness in the edge. 5) functional value and affective price. There is a partial mediating effect between the value of inter-edge network externality and customer stickiness. Finally, According to the empirical results of this study and combining with the realistic background, some marketing suggestions are put forward for the platform enterprises with the nature of bilateral market.
【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.55;F713.36

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本文編號：1554818