Research On Influencing Factors Of User's Multi-homing Behavior In B2C E-Commerce Platform

In the field of platforms,multi-homing has become a very common phenomenon.Its research has always been accompanied by the exploration of two-sided markets,focusing on the industrial economy,describing a user's behavior using two or more competitive platforms at the same time.In the process of research,industrial economists mainly regard it as a typical feature of the two-sided market.Based on the platform perspective,it studies the problems of platform competition,equilibrium and pricing structure in traditional two-sided markets such as credit cards and media.Few scholars have explored the drivers of user multi-homing behavior in the Internet platform.This article takes the B2 C e-commerce platform as the research object.Through pre-study and B2 C e-commerce platform structure and two-sided market characteristics,user loyalty influencing factors theory,multi-loyalty brand cognition theory and multi-homing theory,it is found that user multi-homing behavior mainly manifests in two aspects of expansion and migration.The factors mainly include product attributes,platform characteristics,network effects and use motivation.Among them,product attributes include product price and product quality;platform characteristics include platform differentiation and platform incompatibility;network effects include user quantity and perceived complementarity.In addition,this paper takes product attributes,platform characteristics,network effects and use motivation as antecedents,uses motivation and user multi-homing as mediators and outcome variables,respectively.and through the corresponding path relationship,the formation mechanism and influencing factors model of multi-homing behavior of B2 C e-commerce platform users is constructed,and 13 research hypotheses are proposed.Then,363 valid questionnaires are used for empirical analysis.The research results show that product price and product quality have a positive impact on users' multi-homing behavior,in which product price is stronger than product quality;platform difference and user multi-homing are significant positive correlation,platform incompatibility and user multi-homing are significant negative correlation,and the effect of platform differentiation is stronger than the platform incompatibility;both the user quantity and the perceptual complementarity have a positive impact on the multi-homing of users,and the intensity of the two is basically the same;motivation has a positive impact on the multi-homing of users and plays a partial intermediary role between product price,product quality,platform differentiation and platform incompatibility and user multi-homing.It plays a full intermediary role between perceptual complementarity and user multi-homing,and indirectly enhances the user's multi-homing will,and the motivation does not have a mediating effect between the user quantity and multi-homing.