转换成本对买家忠诚形成的调节作用:基于B2B电子市场的实证研究

2010 International Conference on Logistics Engineering and Intelligent Transportation Systems Pub Date : 2010-12-10 DOI:10.1109/LEITS.2010.5664947

Li Li, Zhaoxia Xie

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引用次数: 3

摘要

本研究的目的是识别转换成本，并检验转换成本对B2B电子市场中买家忠诚模型的调节作用。然后对全球114个国家的649名中国B2B电子市场买家进行问卷调查和数据收集。采用多组分析检验转换成本的调节作用。最后，研究结果表明，转换成本调节了感知质量和用户满意度之间的关系。根据主要研究结果，本研究为B2B电子市场提供了管理启示，以通过管理转换成本来提高买家忠诚度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Moderating Effect of Switching Costs on Buyer Loyalty Formation: An Empirical Study of B2B e-Marketplace

The purpose of this study was to identify switching costs and examine the moderating effect of switching costs on buyer loyalty model in the B2B e-marketplace. Then a questionnaire was constructed and data were collected from 649 buyers of a Chinese B2B e-marketplace in 114 countries all over the world. Multi-group analysis was applied to examine the moderating effect of switching costs. Finally, the results indicated that switching costs moderate the relationship between perceived quality and user satisfaction. In light of the major findings, the study provided managerial implications for B2B e-marketplace to enhance buyer loyalty through the management of switching costs.

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2010 International Conference on Logistics Engineering and Intelligent Transportation Systems

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