本文關(guān)鍵詞： O2O電子商務(wù)平臺(tái) 網(wǎng)絡(luò)營(yíng)銷 網(wǎng)絡(luò)外部性 顧客感知價(jià)值 顧客粘性傾向　出處：《大連理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的高速發(fā)展,一種依托于雙邊市場(chǎng)理論的020(Online To Offline)新型電子商務(wù)平臺(tái)獲得了蓬勃發(fā)展,它是指一邊接入能夠進(jìn)行產(chǎn)品售賣(mài)的商戶,另一邊接入通過(guò)平臺(tái)進(jìn)行產(chǎn)品購(gòu)買(mǎi)的顧客,并且只有形成龐大的雙邊用戶規(guī)模,平臺(tái)才能形成競(jìng)爭(zhēng)優(yōu)勢(shì)。然而,由于激烈的市場(chǎng)競(jìng)爭(zhēng)以及平臺(tái)顧客一邊的用戶轉(zhuǎn)移成本較低,雙邊平臺(tái)往往難以形成持久的顧客保留,即平臺(tái)的顧客粘性較弱。因此,怎樣形成顧客保留并增強(qiáng)顧客粘性傾向,是具有雙邊市場(chǎng)性質(zhì)的平臺(tái)企業(yè)亟待解決的問(wèn)題。通過(guò)對(duì)020雙邊平臺(tái)的特點(diǎn)進(jìn)行分析,發(fā)現(xiàn)平臺(tái)兩邊的用戶數(shù)量越多,在從眾或示范效應(yīng)的影響下,顧客對(duì)平臺(tái)的粘性越強(qiáng),而在經(jīng)濟(jì)學(xué)中,用戶數(shù)量的多少對(duì)消費(fèi)者產(chǎn)生的影響被稱為網(wǎng)絡(luò)外部性,同時(shí)在雙邊市場(chǎng)情境中,網(wǎng)絡(luò)外部性被劃分成邊內(nèi)網(wǎng)絡(luò)外部性和邊間網(wǎng)絡(luò)外部性兩個(gè)維度。因此,本研究在此背景下,討論了這兩種網(wǎng)絡(luò)外部性對(duì)顧客粘性傾向的影響路徑,并加入了顧客感知價(jià)值這一中間變量,構(gòu)建了網(wǎng)絡(luò)外部性——顧客感知價(jià)值——顧客粘性傾向的理論模型,主要目的是為解釋網(wǎng)絡(luò)外部性對(duì)顧客粘性傾向的影響機(jī)理。本文運(yùn)用規(guī)范分析和實(shí)證分析相結(jié)合的方法,以“餓了么”外賣(mài)訂餐平臺(tái)和成為外賣(mài)訂餐主力的大學(xué)生作為調(diào)研對(duì)象,并運(yùn)用SPSS19.0和LISREL8.7軟件對(duì)收回的數(shù)據(jù)進(jìn)行分析,得到以下結(jié)論：(1)網(wǎng)絡(luò)外部性的兩個(gè)維度,即邊內(nèi)網(wǎng)絡(luò)外部性和邊間網(wǎng)絡(luò)外部性正向影響顧客粘性傾向；(2)邊內(nèi)網(wǎng)絡(luò)外部性和邊間網(wǎng)絡(luò)外部性分別正向影響顧客感知價(jià)值的三個(gè)維度,即功能性價(jià)值、情感性價(jià)值以及情境性價(jià)值；(3)功能性價(jià)值、情感性價(jià)值以及情境性價(jià)值正向影響顧客粘性傾向；(4)功能性價(jià)值和情境性價(jià)值在邊內(nèi)網(wǎng)絡(luò)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(jià)值和情感性價(jià)值在邊間網(wǎng)絡(luò)外部性和顧客粘性傾向之間存在部分中介作用。最后,根據(jù)本研究得到的實(shí)證結(jié)果,并結(jié)合現(xiàn)實(shí)背景,對(duì)具有雙邊市場(chǎng)性質(zhì)的平臺(tái)企業(yè)提出若干營(yíng)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(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.55;F713.36

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本文編號(hào)：1554818