摘要伴随着电子商务的兴起及发展，消费者的购物方式越来越多样化，这也给各个行业的公司带来了新的挑战。越来越多的研究表明，仅仅拥有顾客的满意已经无法带来长久的收益，当出现更好的产品或服务时，顾客仍旧会将目光聚焦在新的产品上。本文在查阅和研究了大量中外文文献的基础之上，分析、总结出了网络外部性环境下影响B2B电子中介用户忠诚形成的几大关键因素，构建了概念模型和测量模型，重点探讨了转移成本对B2B电子中介用户忠诚形成的调节效应。其后，应用SPSS对用户反馈的影响因素进行问卷调查的统计和AMOS进行结构方程的构建和修正，对转移成本在用户忠诚形成中的调节效应进行实证检验。64306

毕业论文关键词  转移成本  用户忠诚  调节效应  B2B  结构方程

毕业论文 外 文 摘 要

Title  Measurement and Inspection of Moderating Effect of Switching Cost in the Formation of Customer Loyalty In B2B E-intermediary Abstract

Along with the appearing and development of e-commerce, the way of shopping becomes perse. This obviously brings new challenges to companies. Many research have reveals that owning customers’ satisfaction is not enough for a long benefit, customers will still turn to other products which may provide better service or functions. This paper is based on a widely consulting of the research and a deeply summary of old study, we abstract some key antecedents of users’ loyalty of B2B e-intermediary under network externality, create the conceptual model and measurement model and make the discussing of the moderating effect of switching cost which work on the formation of e-loyalty as an important point. Then, we analyzed the result of the questionnaires using SPSS and make and revise the structure equation using AMOS.  Finally, we made a empirical test to the moderating effect of switching cost on customer loyalty.

Keywords  switching cost  customer loyalty  moderating effect   B2B  structure equation

1  绪论 2

1.1 选题背景及研究意义 2

1.1.1  选题背景 2

1.1.2  选题意义 3

1.2  研究现状综述 4

1.2.1  有关转移成本之研究 4

1.2.2  有关B2B电子中介用户忠诚的研究 5

1.2.3  调节变量与调节效应 5

1.3  论文的研究内容和研究方法 6

1.3.1  研究内容 6

1.3.2  研究方法 6

2  理论基础与研究假设 7

2.1  用户忠诚 7

2.1.1  用户忠诚的含义 7

2.1.2  用户忠诚的形成机制 7

2.2  转移成本 12

2.2.1  转移成本的定义 12

2.2.2  转移成本的分类 13

2.3  测量模型的构建 14

2.3.1  用户忠诚的测量模型 15

2.3.2  网络外部性的测量模型 15

2.3.3  感知价值的测量模型