Analysis On Critical Customer Lock-in Factors Of Network Products

With the rapid development of IT technology and the start of economic activity online, anew economic era is coming----the era of the network economy. The rise of network economyhas changed people’s mode of production and lifestyle. It has a significant impact on allaspects of R&D, production, operation and management. The rapid development of thenetwork economy is an indisputable fact and it’s a particular object that network economyproducts. The locking effect in the socio-economic performance is becoming increasinglyapparent, and became one of the basic laws of the network economy. For network products,it’s very essential to find out what factors can cause the lock of network products and howmuch it works.This paper uses literature and empirical research methods to identify critical successfactors of customer lock-in factors of network products. And proposed measurement model,and then make recommendations for enterprise which product network products. At First,According to the characteristics of the network products, this paper summarized influencingfactors and evaluation indicators of network products customer lock-in, and then andpresented relevant assumptions. Secondly, this paper designed questionnaire according totheses factors and conducted survey. Next, this paper use SPSS software to make descriptivestatistics analysis, reliability analysis, validity analysis, and then use LISREL8.7software tomake confirmatory factor analysis. It is concluded that critical factors of customer lock-infactors of network products are switching costs, network externalities, Technical advantages,product compatibility and relationship benefits by building structural equation modeling.Then using FAHP calculates weights of each critical factor in order to find out Measurementmodel of critical factors and combining the example of micro message analyses currentsituation of customer lock-in of micro message and business value. Finally, according to theconclusion, this paper put forward the strategy and recommendations for enterprise whichproduct Network Products.