A Study On Consumers' Usage Behavior Of Network Information Service Platform:Based On Two-sided Markets Environment

At present,most of information services available in the internet are provided in the two-sided market?.The information service has the distinct features of two-sided platform.On one side,it aims to serve those consumers.On the other side,it is intended to serve those third-party companies?.For example,Taobao,Facebook and Meituan are typical information service platforms in the two-sided market?.With the rapid development of internet technologies,some classical information services in the one-sided market,such as video player,have changed into the information service platform in the two-sided market.It can provide the video-playing service for those consumers and the advertising service for the third-party companies.Similarly,the anti-virus software has also changed.In the one-sided market,the provider of information service can offer high-quality charged information service for those consumers.But in the two-sided market,the provider of information service will offer free information service for most consumers.But the third-party companies on the other side should pay for the service.Among numerous researches regarding the consumer's behavior of using information service both at home and abroad in recent years,the information services chosen by many of those researches actually belong to the information service(platform)in the two-sided market,such as group buying and mobile payment?.But none of them have considered the influence of environmental characteristics of the two-sided market on the consumers' behavior of using the information service(platform).As a matter of fact,many scholars in the world have clearly pointed out that there is an obvious difference in the consumer behavior between two-sided market and one-sided market???.However,there have been no researches devoted to analyzing the difference and the cause.Under this background,the author has carried out a research titled The Study of the Consumer's Behavior of Using Internet Information Service Platform in the Two-sided Markets?.As the interdisciplinary research in "marketing" and "information management and information technology",its analytic logic involves in brand extension theory in"marketing"(parent product?extended product),technology acceptance and continuance use theory in "information management and information technology"(acceptance?continuance use).Brand extension theory describes macroscopically,while technology acceptance and continuance use theory analyzes microcosmically.After the logic is cross mixed,it becomes four stages of "parent product acceptance?parent product's continuance use?extended product acceptance?extended product's continuance use."?At the first stage for the research into the acceptance of parent product,the model of the consumer's intention of accepting the internet information service platform in the two-sided market has been proposed.Based on the classical technology acceptance model(TAM),the research has adopted the task-technology fit,which is the key factor of task-technology fit model(TTF),as the antecedent of perceived usefulness.The influence of the environmental factors of two-sided market,namely cross-internet externalities ? and consumer's multi-homing ?,on the consumer's behavior has been also considered.At this stage,the significant influence of environmental factors of two-sided market on the consumer's intention of accepting the internet information service platform has been verified.The applicability of classical technology acceptance theory for one-sided market to the two-sided market has been enhanced.Among the direct antecedents of the consumer's acceptance of internet information service(platform),the cross-popularity perception has a positive and significant influence on the intention to use.By contrast,the satisfaction with competitive products will influence the intention to use significantly and negatively.According to the analysis of the internal relationship between those factors,the cross-popularity perception has a significant and positive influence on the variables,such as perceived ease of use,perceived usefulness and demand-technology fit.Moreover,the satisfaction with competitive products influences the perceived usefulness in a significant and negative manner.At the second stage for the research into the continuance use of parent product,the presumption that the product can bring positive feelings to those consumers has been relaxed for the theory regarding the continuance use of information system in the one-sided market.The model of the consumer's intention of continuance use of the internet information service platform in the two-sided market has been proposed.In the model,the consumer satisfaction has been replaced by the concept of perceived irreplaceability in the Resource Based Theory(RBT).In addition,the concept of irreplaceability has two senses,namely the local relative advantage in the Innovation Diffusion Theory(IDT)and the inexistence of obvious disadvantage which is inferred from the environmental characteristics of two-sided market.The significance of the research stage was shown as follows:in the newly constructed model,perceived irreplaceability is used to replace satisfaction and doesn't premise for adoption attitude of consumers.This is more consistent with the real situation of consumer internet information service platform in using process under two-sided market environment.It is found that the perceived usefulness and perceived irreplaceability are the direct antecedents of the consumer's continuance use of internet information service platform.Besides,perceived ease of use can play the role of positive moderating effect during the process of perceived usefulness affecting the consumer's intention of continuance use.All in all,perceived usefulness,perceived ease of use and perceived irreplaceability have jointly contributed to the consumer's continuance use of internet information service platform.The satisfaction with competitive products can have a significant and negative influence on the consumer's perceived irreplaceability and intention of continuance use.The satisfaction with competitive products is a barrier to the consumer's continuance use of internet information service platform.At the third stage for the research into the acceptance of extended products?,the consumer's compromise acceptance of extended products with negative feelings will be researched.The behavioral model that consumers compromised and accepted consumers' two-sided market network information service platform was proposed.The classical technical acceptance theory in the model may be covered the "negative emotions".With the research line of "disturbance/bundling—resistance—compromise,the model was constructed by combining with bundling theory and brand extension theory.The significance of research stage was shown as follows:influences of the marketing strategy-bundling on the information service platform providers were studied.Differing from the classical method that used "consumer'gains' to inspect acceptance behaviors of consumers",consumers' compromise acceptance behavior was inspected from the perspective of consumer "losses" in the research.Moreover,it has been concluded that the contributing factors of the consumer's compromise acceptance of the internet information service platform(extended products)result from the resistance cost.Obstructive factors are derived from intention to resist.The resistance cost mainly takes the form of the cost of resisting extended products and the cost of giving up original products.The antecedent of the intention to resist is mainly attributed to the feeling of aversion and perceived risk.In addition,the resistance cost and perceived risk can have a significant and positive influence on the consumer's perceived aversion.The satisfaction with competitive products can affect the consumer's compromise acceptance in a significant and negative way.At the fourth stage for the research into the continuance use of extended products,consumers who have been purely attracted by subsidies and causes for using the internet information service platform as stopping subsidies were studied respectively.This research has made the exploratory analysis with the Attitude Change Theory and Grounded Theory.The model regarding the consumer's intention of internal use of the internet information service platform in the two-sided market has been proposed.An empirical research method was used to verify the theoretical model.The significance of the research was shown as follows:continuance uses behaviors of consumers under the reduction of gain perception were studied,the method that helps internet enterprises to stop economic subsidies and never reduces consumers were tracked.It is also found that the consumer's intention of internal use mainly comes from their perceived identity and preference for maintaining the current status.The perceived identity is affected by the perceived benefit positively and the performance with competitive products negatively.The perception of benefits can reduce the perceived performance of competitive products.The perceived identity can enhance the consumer's preference for maintaining the current status.