基于个人即时通信增值业务的免费顾客付费意愿影响因素研究  

What Determines Free Customer's Pay Intention?

作　　者：李剑南[1,2] 李永强[2] 史亚莉[2] 

机构地区：[1]成都理工大学管理科学学院 [2]西南财经大学工商管理学院

出　　处：《管理学报》2014年第11期1711-1719,1726,共10页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71072170);新世纪优秀人才支持计划资助项目(NCET-12-0923);中央高校基本科研业务费专项资金资助项目(JBK120503)

摘　　要：以社会认知理论为基础,针对个人即时通信这一典型虚拟社会网络情境,引入网络外部性(关系数量)、虚拟社会资本(关系质量)和网络黏度来构建免费顾客付费意愿的影响模型。基于422个样本的研究发现,免费顾客付费意愿受到网络外部性、虚拟社会资本和顾客感知价值的直接影响,网络黏度调节虚拟社会资本与网络外部性对免费顾客付费意愿的直接影响。最后,为提高免费顾客的付费意愿提出了对策建议。The study introduced two concepts in this typical context： one is in the quality level called as virtual social capital, and another is network externalities belonging to the number of level. Based on 422 samples, the study found customer perceived value, virtual social capital and network externalities directly and positively have influence on the formation of free customer＇s pay intention. Meanwhile, online stickiness positively moderates the relationship between virtual social network environment and free customer＇s pay intention. Finally, according to the research results, recommendations are put forward in order to improve free customer＇s pay intention and to promote the normal and efficient operation of ＂freemium＂ business model.

关 键 词：免费顾客 网络外部性 虚拟社会资本 网络黏度 个人即时通信增值业务 

分 类 号：C93[经济管理—管理学]