摘要随着网络规模的扩大，电子商务交易市场呈现出新的特性—网络外部性。本文分析和归纳了驱动电子商务网站用户忠诚的关键因素，重点探讨了网络外部性对电子商务环境下用户忠诚造成的影响，构建了以用户忠诚为主体的结构模型和测量模型。在此基础上，对苏宁易购和Made-in-China的买方用户进行了调查，并利用SPSS17.0和AMOS7.0等软件对调查结果进行数据统计和结构方程的检验，得到苏宁易购和Made-in-China两个网站的用户忠诚模型。并以这两个网站作为B2C电子商务和B2B电子商务的代表，分析比较B2B和B2C用户忠诚模型的不同点和相同点以及其原因。最后，针对此次研究，指出了相应的不足和需要改进的地方。66769

毕业论文关键词  用户忠诚 网络外部性 转移成本 B2B  B2C

毕 业 论 文 外 文 摘 要

Title  Research on the evaluation model of e-commerce website User Loyalty under Network Externalities      

Abstract

With the expanding of network size, network externalities have become a new feature of the e-commerce market. This paper analyzes and summarizes the driving factors of user loyalty for e-commerce website, especially focusing on the influence the network externalities on the user loyalty under the environment of electronic commerce, and builds the structure model and measurement model. On this basis, the Suning and Made- in - China buyers were investigated, and by using the SPSS17.0 and AMOS7.0 software the survey results were statistical tested, the Suning and Made - in --China user loyalty models were conducted. And we analysis the two sites as the representative of the B2C and B2B e-commerce, to compare differences and similarities of the B2B and B2C user loyalty model as well as the causes. Finally, we point out the inadequate and need of improvement of the research.

Keywords  User Loyalty  Network Externalities Switching Costs  B2B  B2C

目 次

1  绪论 1

1.1  问题的提出 1

1.1.1  研究背景 1

1.1.2  研究意义 2

1.2  研究对象 2

1.2.1  B2B电子商务 3

1.2.2  B2C电子商务 3

1.3  研究思路 3

1.3.1  研究方法 3

1.3.2  研究任务 4

1.3.3  技术路线 4

2  文献综述 7

2.1  用户忠诚 7

2.2  用户忠诚的影响因素 7

2.2.1  用户满意 8

2.2.2  感知价值 8

2.2.3  转移成本 9

2.2.4  网络外部性 10

2.3  相关研究方法 10

3  理论假设提出与概念模型构建 12

3.1  理论假设提出 12

3.1.1  网络外部性的关系假设 12

3.1.2  感知价值的影响关系假设 12

3.1.3  用户满意的影响关系假设