转移成本对感知质量与满意之间关系的调节作用——对B2B电子中介买方用户的实证研究

摘要

Based on B2B e-intermediary providing support service for both buyers and sellers, the paper explores the relationship between buyers perceived quality and satisfaction, the influence of switching cost on above relationship, and develops a measurement model based on the moderating role of switching cost. Then the relationship between perceived quality and satisfaction, the relationship between switching cost and satisfaction and the moderating role of switching cost are validated using a sampling survey of buyers and unconstrained approach. The results show that perceived quality and switching cost have a positive effect on satisfaction, and switching cost has a negative effect on the relationship between perceived quality and satisfaction, providing empirical basis for developing satisfaction from the view of switching cost.%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。