CAJ | 학술논문

以提供买卖双方支持服务的B2B电子中介为研究对象，探索了买方用户忠诚的形成机理以及转移成本的关键维度，建立了基于转移成本调节作用的买方用户忠诚概念模型，然后采集数据，运用结构方程建模技术对买方用户忠诚的形成机理以及转移成本对买方用户忠诚形成机理的调节作用进行了检验，得出了买方用户忠诚的影响因素、影响程度以及转移成本的具体调节范围等。
이제공매매쌍방지지복무적B2B전자중개위연구대상，탐색료매방용호충성적형성궤리이급전이성본적관건유도，건립료기우전이성본조절작용적매방용호충성개념모형，연후채집수거，운용결구방정건모기술대매방용호충성적형성궤리이급전이성본대매방용호충성형성궤리적조절작용진행료검험，득출료매방용호충성적영향인소、영향정도이급전이성본적구체조절범위등。
The paper aims at B2B e intermediary providing support service for both buyers and sellers, explores buyers loyalty information mechanism and key dimensions of switching cost, and the orizes a measurement model of buyers loyalty based on moderating role of switching cost. Then buyer loyalty formation mechanism and the moderating role of switching cost on buyer loyalty formation mechanism are empirically validated using a sampling survey of buyers and SEM （structural equation modeling） approach to test hypotheses. Finally, influential factors, influential degrees of buyer loyalty and moderating scope of switching cost are presented, providing guidance for training loyal buyers of B2B e-intermediary