第三方电子商务平台忠诚实证研究——基于改进的期望确认模型  

The Empirical Research of The Third Party E-commerce Platform＇s Loyalty Based on The Expectation Confirmation Theory

作　　者：张承伟 郭一蓉 何奇兵 

机构地区：[1]大连理工大学管理与经济学部,辽宁大连116024 [2]电子科技大学经济与管理学院,四川成都610054

出　　处：《信息系统学报》2017年第1期1-12,共12页China Journal of Information Systems

摘　　要：基于＂期望-确认＂模型,本文以外卖平台作为第三方电子商务平台的研究对象,构建了感知激励、感知买卖双方规模变量,修正了＂期望-确认＂模型,提出了第三方平台忠诚模型,并采用结构方程模型对假设模型进行了验证。结果表明,＂期望-确认＂模型适用于买卖双方市场对第三方电子商务平台的忠诚,感知激励对买卖双方的第三方平台忠诚有正向影响,感知买方（卖方）规模对卖方（买方）感知有用性分别有正向影响。Based on the ＂expectation-confirmation＂ model, this paper regards outside catering platform as the research object of the third-party e-commerce platform, builds the variables of the perceived motivation and the perceived buyer and seller scale, corrected ＂expectation-confirmation＂ model, puts forward the third-party platform loyalty model, and used SEM to verify the hypothesis. The result shows that the expectation confirmation model is applicable to the continuous use of both buyer and seller market for third-party e-commerce platform, perceived motivation for buyer and seller has a positive influence on the third-party e-commerce platform＇s loyalty, and perceived scale of buyer （ seller ） has a positive influence on perceived usefulness of seller （buyer） respectively.

关 键 词：第三方平台忠诚模型 “期望-确认”模型 互惠理论 忠诚度 用户持续使用 

分 类 号：C931.6[经济管理—管理学]