Research On Influencing Factors Of Consumer Loyalty Of Retail Platform Enterprises Under Two-sided Market Theory

The two-sided market is a kind of market form in which the platform enterprise connects bilateral users and provides services for them as a medium to gain profit at last.It can create more value for bilateral users than they deal directly.So a successful platform can assemble a large number of bilateral users and gain profit from the deal which makes the two-sided market more and more popular.In addition to newspapers,the telecom industry,credit card industry and the operating system market,the study found that large retail enterprise also has the two-sided market attributes.So this thesis conducts a study on customer loyalty of the retail platform enterprise based on the two-sided market theory to put forward some suggestions on the loyalty cultivation of two-sided retail platform enterprise.In this study,we first make a brief introduction of basic concept and research status such as two-sided market,retail platform,consumer loyalty,etc.and put forward the viewpoint of this thesis under the theoretical review;find out there still has some insufficient as following: the research about retail platform in the two-sided market research field is quite less;the research on the influencing factors of consumer loyalty was based on the traditional one-sided market rather than the two-sided market.Based on this,we construct the content of this thesis and the modle of consumer loyalty from platform supplier,platform enterprises and the consumers systematically and put forward the research hypothesis of this thesis.Then this thesis designs questionnaire and collects data according to the questionnaire survey,and tests the hypotheses by making statistical analysis,correlation analysis,regression analysis,the mediating effect analysis and the moderating effect analysis,and comes to the conclusion that there is a positive correlation between the three dimensions of the retail platform:commercial quality,the environment&service,the consumer group and consumer perceived value,consumer satisfaction,relation trust,and the three dimensions of the retail platform have positive influence on the consumer loyalty under the action of the consumer perceived value,consumer satisfaction,relation trust as the mediator variable;there is a positive correlation between consumer perceived value,consumer satisfaction,relation trust,switching costs and consumer loyalty;for switching costs,as a regulation variable,there is a regulation between consumer perceived value and consumer satisfaction,consumer loyalty,but no regulation between consumer satisfaction and consumer loyalty,relation trust and consumer loyalty.Above all,this research has such a conclusion:the retail platform can attract and retain customers by the optimal management of the suppliers based on the cross-network effect.The retail platform can enhance consumer dependence by clear market positioning and homogeneous consumers management,relation trust cultivation based on network effect.The retail platform can promote competence by optimizing the platform environment,improving service and set a reasonable switching costs based on multiple ownership characteristics.