A Research The Impact Of Platform Empowerment On Consumer Lock-in

In the context of the digital economy,the relationship between retailers and consumers has changed dramatically,the biggest impact of which may be generated by so-called platforms.As a digital intermediary,the platform can effectively connect external producers/sellers with consumers and promote the exchange of goods,services or social currency.As a new type of economic organization characterized by network externality effect,the Internet platform provides consumers with new types of consumer tools with their unique multilateral market attributes and digital technologies,enabling them to gain greater autonomy in the transaction process.Guiding power,influence and control have an important place in market transactions.This is also evident in the cross-border e-commerce sector.Therefore,the ability to acquire consumers is critical to the platform.In the market competition,the platform should rationally use the power of consumers to implement empowerment measures,increase the conversion cost of consumers to lock consumers and gain competitive advantage.This paper takes China's cross-border e-commerce import retail platform as the research object,and takes consumers as the survey objectto collect the questionnaire data.This paper firstly combs and evaluates the related research on the theory of empowerment and consumer behavior,and expands the theory of empowerment.In the study of platform economics,the author puts forward the concept of platform empowerment,analyzes the logic that the platform promotes the positive changes of consumer behavior and attitude through the means of empowerment,and then influences the choice of consumers' trading platform,and expands the platform competition strategy.research content.On this basis,the theoretical model of the relationship between platform empowerment,consumer participation/trust and lock-in effect is constructed,and then empirical analysis is carried out on the basis of formal large-scale questionnaire survey.The conclusion of this paper is:platform empowerment,consumers Participation and consumer trust significantly positively affect the locking effect of the platform on consumers;the three dimensions of consumer participation(sharing information,interpersonal interaction,responsible behavior)and consumer trust(competence trust,friendly trust,integrity trust)is a partial intermediary between platform empowerment and consumer lock-in.The research conclusions of this paper provide guidance for cross-border e-commerce platform-based enterprises to provide services to lock users,and also provide business strategy for enterprises that conduct import business on cross-border e-commerce platforms.