挖掘B2B电商平台的免费用户价值--免费用户对付费用户的动态网络效应研究  

Tapping the value of free users in B2B e-commerce platforms:A study of the dynamically network effects of free users on fee paid users

作　　者：李小玲 汪玲漂 白寅[2] 李曼莉 LI Xiao-ling;WANG Ling-piao;BAI Yin;LI Man-li(School of Economics and Business Administration,Chongqing University,Chongqing 400044,China;College of Management and Economics,Tianjin University,Tianjin 300072,China;Tao Bao(China)Software Co.,Ltd,Hangzhou 311121,China)

机构地区：[1]重庆大学经济与工商管理学院,重庆400044 [2]天津大学管理与经济学部,天津300072 [3]淘宝(中国)软件有限公司,杭州311121

出　　处：《管理科学学报》2024年第7期19-33,共15页Journal of Management Sciences in China

基　　金：国家社会科学基金资助重大项目(21ZDA026);国家自然科学基金资助项目(71972021);国家社会科学基金资助项目(22BCL119);重庆英才项目(cstc2021ycjh-bgzxm0213);中央高校基本科研项目(2021CDJSKCG20).

摘　　要：随着网络经济的蓬勃发展,B2B电商平台企业普遍采用免费增值的商业模式,通过免费策略累积平台用户量,并借助网络效应来促进卖家用户付费.尽管有关平台市场网络效应的研究层出不穷,但免费用户的存在究竟会促进卖家用户付费还是阻碍其付费仍未可知.本研究从免费用户参与差异的动态管理视角,探索了B2B电商平台背景下,不同参与度的免费用户(广告引流的流量用户和已注册的常驻用户)增加对于平台卖家用户付费行为的动态影响.本研究利用VAR模型对某B2B电商平台366天的数据进行分析发现,搜索广告引流的用户更能激励卖家用户的参与,提升常驻卖家的数量;而社交媒体广告引流的用户更有利于买家用户的参与,提高常驻买家的数量;但无论短期还是长期,常驻卖家数比常驻买家数更能提升平台卖家付费意愿.With the booming development of the network economy,B2B e-commerce platform companies gen-erally adopt the freemium business model,accumulating the amount of platform users through free strategies and promoting seller users to pay with the help of network effects.Despite the proliferation of studies on the network effects of platform marketplaces,it remains unknown whether the presence of free users will promote or discourage seller users from paying.From the perspective of dynamic management of free user engagement differences,this study explores the dynamic impact of the increase in free users with different engagement lev-els(ad-led traffic users and registered resident users)on the payment behavior of platform sellers'users in the context of B2B e-commerce platforms.This research uses the VAR model to analyze 366 days of data from a B2B e-commerce platform and finds that search ad-led users are more likely to motivate the participation of seller users and boost the number of resident sellers;while social media ad-led users are more likely to facili-tate the participation of buyer users and boost the number of resident buyers;but in both the short and long term,the number of resident sellers is more likely to boost the willingness of platform sellers to pay than the number of resident buyers.

关 键 词：免费模式 用户资产管理 网络效应 VAR模型 

分 类 号：C93[经济管理—管理学]