摘要在新兴的全球电子市场，建立以用户为中心的网站，会变得越来越重要。本文在查阅相关文献的基础上，总结出了网络外部性环境下影响电子商务网站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，重点探讨了网络外部性对苏宁易购和中国制造网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，对网络外部性在用户忠诚模型中的调节效应进行实证检验。纵观已有的研究，我们发现关于网络外部性对用户忠诚模型的调节效应的研究国内外都没有太多。

论文首先回顾了用户忠诚以及网络外部性的相关文献，进行问卷设计；之后，对有效问卷进行统计分析，发现在苏宁易购模型中，网络外部性在感知价值与用户满意之间，在感知价值与用户忠诚之间存在调节效应，制造网模型证明网络外部性对转移成本与用户忠诚的关系存在调节效应。65184

同时，笔者根据研究的结果，指出了本研究的创新之处，即提出了网络外部性对用户忠诚模型的调节效应。

关键词  网络外部性  用户忠诚  调节效应  B2B B2C  结构方程

毕业论  外 文 摘 要

Title   Measurement and Inspection of Moderating Effect 

of Network Externality in the Formation of Customer  Loyalty In  E-commerce website 

Abstract

In the emerging global electronic market, establish the customer-centric web site, will become more and more important. Based on referring a lot of articles, this study summed up the effects under network externality environment of suning。com and Made-in-China。com user loyalty formation of several key factors, constructs the concept model and measuring model, probes into the network externalities the adjustment effect of B2B electronic intermediary customer loyalty. 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 network externality on customer loyalty. Most of previous studies, we found on the moderating effect of network externality on the customer loyalty model of research at home and abroad are not too much, in this paper, we studied the needle.

Paper first reviews the literature on customer loyalty, and network externalities, and carries on the questionnaire design; Then the statistical analysis to recycling effective questionnaire survey, what was verified that suning tesco model, network externalities on perceived value and customer satisfaction, perceived value and customer loyalty moderating effect relationship exists, Made-in-China model proven network externality on the transfer costs and user loyalty moderating effect relationship exists. At the same time, the author according to the result of research, pointed out the innovation of this study, namely, puts forward the regulating effect of network externality is loyal to the user model.

Keywords    network externality   customer loyalty   moderating effect 

            B2B   B2C  structure equation

目录

1 绪论 1

1.1 选题背景及研究意义 1

1.1.1 选题背景 1

1.1.2 选题意义 1

1.2 论文的研究内容和方法 2

1.2.1 研究内容 2

1.2.2 研究方法 2

2 理论基础与研究假设