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如何提高用户满意,对于为买卖双方提供交易支持服务的B2B电子中介而言,是扩大平台运营规模和增加市场竞争力的基础。本文以B2B电子中介的买方用户为研究对象,建立了基于转移成本调节的感知质量与用户满意因果关系概念模型,借助于国内知名的B2B电子中介采集了覆盖五大洲114个国家的649份样本数据,然后运用无约束方法验证了用户感知质量与满意之间、转移成本与满意之间的正向影响关系,以及转移成本对感知质量和满意之间关系影响的负向调节作用。实证研究结果显示,较高的转移成本会减弱买方用户的感知质量对满意的影响,有利于B2B电子中介提高买方用户的满意水平,进而为B2B电子中介如何从转移成本角度提高买方用户满意提供了实证基础。
How to improve customer satisfaction is the basis for B2B electronic intermediaries that provide transaction support services for buyers and sellers in order to expand the platform operation scale and increase market competitiveness. In this paper, the buyer’s user of B2B e-broker is taken as the research object, a conceptual model of causal relationship between perceived quality and customer satisfaction based on transfer cost adjustment is established. With the help of the well-known B2B electronic intermediary, 649 sample data covering 114 countries on five continents are collected , And then use the unconstrained method to verify the positive influence relationship between user perceived quality and satisfaction, transfer cost and satisfaction, and the negative adjustment effect of transfer cost on the relationship between perceived quality and satisfaction. Empirical results show that the higher transfer costs will reduce the impact of perceived quality of buyer users on satisfaction and help B2B e-brokers to increase the satisfaction level of buyer users, so as to provide B2B e-intermediaries with ways to increase buyer satisfaction from the perspective of transfer costs Empirical basis.