Study On Informatization Product Adoption Based On Two-Sided Market

China has put forward and implemented the information consumption strategy, the national broadband strategy and other relative national informatization policies, which means that informatization has been raised up to the national strategic level in China. As the representative of ICT, China’s telecom operators need to speed up the supply of innovation, establish platform for government and enterprises, enrich the contents of information consumption, and then promote the informatization in various industries including logistics, transportation, finance, medical, education in order to increase information consumption and realize its strategy. At the same time, the new generation of information technology, such as Mobile Internet, Big Data, Cloud computing has developed very rapidly as well, and telecom operators are challenged by the pipelining trend and the increasingly fierce competition. Telecom operators should transfer from a molopley of a single market into a servicer of a two-sided market, to explore new business model. In this situation, it has an theory significance and practical value to do this research on the adoption of informatization product from the perspective of two-sided market.The research not only has the practical significance to improve service level and competition ability for telecom operators, but also help other ICT firms to improve ability and promote the national informatization strategy in China.Based on literature reviews of two-sided market theory, informatization technology adoption theory, organizational purchasing theory, and informatization products theory, this dissertation takes the government and enterprise clients of a telecom enterprise for case study, studies the following contents by survey research, SEM and FAHP method:(1)This dissertation defines the two-sided market of informatization products, analyzes the basic characteristics of the two-sided market platform of telecom, and then focuses on the characteristics of informatization products’consumption, demand and content. Besides, it also discusses the status quo of information technology products and sums up the existing problems for the adoption of informatization products in China.(2) Based on the studies of two-sided market theory, informatization technology adoption theory and organizational purchasing theory, the dissertation analyzs telecom operator platform, finds out factors that influence govement and enterprise clients’adoption for informatization products from the views of demand and supply, and studies the internal and external influence mechanism of informatization product adoption.(3) Based on the studies of TAM and TOE and the analysis of mechanism of informatization product adoption, this dissertation discusses how to establish the conceptual model of informatization product adoption based on two-sided market. And then through questionnaire investigation and sample collection, factor analysis, reliability validity analysis, hypothesis test and the methodology of Structure Equation Modeling, this dissertation sets up the systematic model of informatization product adoption.(4) Carry on the empirical analysis on the informatization product adoption model using FAHP, designing the construction of promotion strategy for informatization product, and put forward the strategies to promote the informatization for telecom operators and other ICT enterprises in China.The main contributions of this dissertation are:(1) Construct the theoretical analysis framework of informatization products from the perspective of two-sided market.This dissertation studied the theory models of TOE and TAM and other scholars achievements about informatization technology adoption theory,added some new factors such as coordination guarantee which can reflect the characteristic of two-sided market, to construct the theoretical analysis framework of informatization products from the perspective of two-sided market, which differs from the previous TAM model such as information technology adoption behavior theory that is mainly from the single angle of demand side, expanding the boundary of the theory of information technology adoption and two-sided market.(2) Establish the conceptual model of informatization product adoption based on two-sided market.This dissertation discussed network externality based on two-sided market, the status quo of government and enterprise clients of a telecom enterprise, and then analyzed the internal and external influence factors and mechanism of informatization product adoption from dimensions of the suppliers and the demanders based on literature review and the integration of TAM and TOE models to establish the conceptual model of informatization product adoption.(3) Construct the system model of informatization product adoption.Based on application of SEM and FAHP, this dissertation constructs the system model of informatization product adoption and evaluate the practical adoption of informatization product for clients. And also this dissertation puts forward the strategies to promote the informatization for telecom operators and other ICT enterprises, and then national informatization strategy in China.(4) This dissertation has new conclusions which show that the clients’ adoption of informatization products is mainly affected by seven key factors:market environment, product value, coordination guarantee clients’ characteristics, organization’ willingness, employees’ ability and innovation capacity. This is a new proposal different from the single explanation of the informatization products adoption by the previous theories of technology adoption and organizational purchasing.