B2B电子商务平台交易效率的影响机理研究  

Quantitative Analysis of Influencing Factors on Transaction Efficiency of B2B E-Commerce Enterprises

作　　者：徐璐 李学迁[1] 艾维娜[1] XU Lu;LI Xue-qian;AI Wei-na(Busbwss School,University of Shanghai jbr Science and Technology,Shanghai 200093,China)

机构地区：[1]上海理工大学管理学院,上海200093

出　　处：《技术与创新管理》2018年第5期549-555,共7页Technology and Innovation Management

基　　金：上海市哲学社会科学规划课题(2015EGL005);教育部人文社科研究规划基金项目(16YJC630058)

摘　　要：文中首先建立了B2B电子商务平台交易效率影响机制的理论模型,其中营销动态能力为调节变量,运用结构方程模型方法探究了交易技术、交易结构与交易效率的关系。研究表明交易技术的改进和交易结构的创新正向影响B2B交易平台的交易效率,并且营销动态能力对平台交易效率也起正向调节作用。最后,提出了B2B电子商务平台改善交易效率的对策及建议。This paper explored the relationship between the trading technology, transaction structure and transaction efficien- cy with structural equation model based on the theoretical model of influencing mechanisnls of B2B e-commerce platform＇ s transaction efficiency, and further analyzed the regulating effect of marketing dynanfic capabilities on transaction efficiency of B2B platform. The results show that trading technology improvenlent and transaction structure innovation have a positive effect on transaction efficiency of B2 B platform, and marketing dynanfic capability on the platform play-s a positive regulating impact on transaction efficiency. Finally, some countermeasures and suggestions are provided to improve the B2B e-com- merce platform＇ s transaction efficiency.

关 键 词：交易效率 营销动态能力 结构方程 调节作用 

分 类 号：F727[经济管理—产业经济]