Research On Influencing Factors Of Customer Stickiness Intention In Bilateral Platform

With the rapid development of Internet technology, a new e-commerce platform, namely 020 (Online To Offline)model which is mainly on Two-sided markets theory appears and obtains a booming development. The platform connects customers and merchants, and when the scale of user groups becomes more and more large, the bilateral platform will form a competitive advantage. However, because of the fierce market competition and the low switching costs between the customers, the bilateral platform is usually difficult to form lasting customer retention, namely platform customers’stickiness intention is weak. Therefore, how to form the customer retention and increase customer stickiness, which is a very important problem for the bilateral platforms.Through the analysis of the characteristics of the 020 bilateral platforms, we can find that the more people the platforms have, the more strong its stickiness intention is. In economics, we call the influence of the number as network externalities, and in the bilateral market situation, network externality is divided into two dimensions, respectively:network externalities within the edge and network externalities between the edge.Therefore, under this background, this study discussed the path of the influence of network externalities to customers stickiness intention, and joined the customer perceived value among the variables,finally, build the theoretical model about network externalities---ustomer perceived value---ustomer stickiness intention, and our main purpose is to explain the influence mechanism of network externality to customers stickiness intention.In this paper, we use the method of combining normative analysis and empirical analysis, put "hungry" jingle platform and the college students as research object, and use SPSS 19.0 and LISREL8.7 software to deal with the data, finally get the following conclusions:(1) The two dimensions of network externalities, namely network externalities within the edge and network externalities between the edge have a positive influence on customer stickiness intention; (2) The network externalities within the edge and network externalities between the edge have a positive influence on three dimensions of customer perceived value,namely functional value, emotional value, and situational value; (3) Functional value, emotional value, and situational value have a positive influence on customer stickiness intention; (4) The functional value and situational value have a partial intermediary role between network externalities and customer stickiness intention; (5) Functional value and emotional value have a partial intermediary role between network externalities and customer stickiness intention.Finally,according to the empirical results of this study, and combining the realistic background, we put forward some suggestions for the bilateral platforms.