企业兼容性互补资产对顾客锁定影响的实证研究

【作者】 胡蓉；

【导师】 龚艳萍；

【作者基本信息】 中南大学 ， 企业管理， 2009， 硕士

【摘要】 卖方经济向买方经济的转变,网络经济的兴起,将顾客推向竞争的中心,获取并保有顾客日益成为企业竞争的焦点。本文以现有的兼容性互补资产理论为基础,从消费者角度研究了企业兼容性互补资产对顾客锁定的影响。本文界定了企业兼容性互补资产的概念,研究其对顾客锁定的影响,并构建了企业兼容性互补资产对顾客锁定的影响模型。在实证分析中,首先利用Cronbach’sα系数、CITC、探索性因子分析、验证性因子检验量表的信度和效度；其次利用结构方程模型检验研究模型的适配度,各变量的解释能力,验证企业兼容性互补资产对转移成本、技术优势和顾客锁定的影响,以及转移成本和技术优势的中介效应；最后利用多元线性回归分析探讨了与竞争对手技术／产品的兼容性对企业兼容性互补资产和转移成本关系、企业兼容性互补资产和顾客锁定关系的调节作用。实证研究结果显示,企业兼容性互补资产与转移成本、技术优势和顾客锁定正相关；转移成本和技术优势的中介效应显著；与竞争对手技术／产品的兼容性对企业兼容性互补资产和转移成本关系的调节作用显著,对企业兼容性互补资产和顾客锁定关系的调节作用不显著。本文的研究结果对企业顾客锁定策略提供一定的理论指导：企业应积极获取并充分利用企业兼容性互补资产,建立产品组合的质量和性能优势,必要时可以采用不兼容策略,提高消费者的转移成本来锁定顾客。更多还原

【Abstract】 The seller economy turning to the buyer economy, and the rise of the network economy, have pushed customers into the center of competition, which makes acquiring and retaining customers increasingly become the focus of enterprise competition. This paper based on the present theory of enterprise compatible complementary assets, studies how the enterprise compatible complementary assets influences customer lock-in.This Paper gives the concept of enterprise compatible complementary assets, analyzes its effects on customer lock-in, and constructs a customer lock-in conceptual model. In the empirical analysis, it firstly tests the scale’s reliability and validity by Cronbach’s Alpha modulus, CITC, Exploratory Factor Analysis and Confirmatory Factor Analysis. Then it uses the structural equation model to test the validity of the studying model, the explanatory ability of each variable, the effect modulus and significance on customer lock-in, switching costs, and technological advantage which are given by enterprise compatible complementary assets, and the mediating effect of switching costs and technological advantage. At last, by multiple regression analysis, it explores whether the compatibility with rivals’technology/products has a moderating effect on the relationship between enterprise compatible complementary assets and switching costs, and on the relationship between enterprise compatible complementary assets and customer lock-in.The empirical results show that enterprise compatible complementary assets positively relates to switching costs, technological advantage and customer lock-in, and switching costs and technological advantage have a significant moderating effect. They also show that the compatibility with rivals’ technology/products significantly moderates the relationship between enterprise compatible complementary assets and switching costs, but does not significantly moderate the relationship between enterprise compatible complementary assets and customer lock-in.The findings of this paper provide some theoretical guidance for enterprise customers locking strategy. Enterprises should actively to gain compatibility complementary assets and take full advantage of it,so that to acquire the product mix’s quality and performance advantages. Used incompatible strategy to enhance the consumer’s switching costs to lock in customers, when it’s necessary.更多还原