摘要国内B2B和B2C电子中介近几年发展迅速。B2B电子中介的客户是企业，而B2C的客户是个人。无论是B2B还是B2C电子中介，都为用户提供了一个开放、透明的交易平台，用户可以轻易比较不同平台和商家的产品、服务及价格，这导致电子中介间的竞争异常激烈。竞争日益激烈导致电子中介质量的不断提高和用户满意度的持续提升，但能给企业带来长期效益的用户忠诚却没有随之增加，争夺客户的成本也逐渐增高。因此，企业非常重视如何提升用户忠诚。已有研究表明，用户满意对用户忠诚的形成有显著影响，相同的用户满意程度也可能会因为不同的转移成本，造成用户忠诚的不同。66767

本文结合国内外学者的研究，对比了B2B（买方）和B2C用户在用户满意、转移成本和用户忠诚的概念、相互之间关系以及转移成本在用户满意与用户忠诚间的中介效应等方面的异同。利用调查问卷数据，用结构方程建模对假设模型进行实证研究检验并比较转移成本在B2B和B2C电子中介下对用户满意和用户忠诚关系影响的差别，最后，为我国的B2B和B2C电子中介就转移成本方面如何提高用户忠诚提出建议。

毕业论文关键词  用户满意；转移成本；用户忠诚；中介效应；电子中介

毕 业 论 文 外 文 摘 要

Title   The mediating effect of switching cost on customer satisfaction and customer loyalty –a comparative research between B2B E-intermediary and B2C E-intermediary

Abstract

In recent years, domestic B2B and B2C E-intermediary are developing rapidly. Both B2B and B2C E- intermediary provide users with an open, transparent trading platform. Users can easily compare different platforms’ and merchants’ products, services and prices thus increasing competition between platforms. Growing competition constantly improve the quality of the electronic intermediary and continued ascension of users' satisfaction, but user loyalty which can bring long-term benefits to enterprise does not increase and the cost of customer is increasing gradually. Therefore, how to transform the user satisfaction to user loyalty becomes an important issue of many E-intermediaries.

This paper discuss the similarities and differences of the  B2B and B2C E-intermediary buyer users in customer satisfaction, switching costs and customer loyalty, their mutual relationships, and the mediating effect of switching costs on the relationship between customer satisfaction and loyalty, then builds a conceptual model based on these relationships, uses structural equation modeling to test hypothesis model using the questionnaire data, compares the switching cost mediating effect in B2B and B2C and offer suggestions for China’s B2B and B2C E-intermediaries on how to improve user loyalty in terms of switching cost.

Keywords  customer satisfaction; mediating effect; customer loyalty; E-Intermediary

目次

1 引言 1

2 理论回顾与概念模型 3

2.1 B2B和B2C电子中介的比较 3

2.2 用户满意 4

2.3 转移成本及其中介效应 7

2.3.1转移成本 7

2.3.2转移成本的中介效应 7

2.4 用户忠诚 8

2.5