第一章 绪论 ·························································································· 1 1.1研究背景及意义 ·············································································· 1 1.2研究思路方法与框架 ········································································ 2 1.3主要研究内容 ················································································· 5 第二章 文献综述 ···················································································· 6 2.1关于第三方B2B线上平台的研究 ······················································· 6 2.1.1 B2B平台的内涵和研究历程 ························································· 6 2.1.2 B2B平台及保障机制的现有研究 ·················································· 10 2.2客户持续使用意愿 ·········································································· 12 2.2.1 B2B平台客户持续使用意愿的内涵 ··············································· 12 2.2.2 B2B平台客户持续使用意愿的现有研究 ········································· 15 2.3 IT能力 ························································································ 20 2.3.1 B2B平台IT能力的内涵 ····························································· 20 2.3.2 B2B平台IT能力的现有研究 ······················································· 20 2.4社区建设 ······················································································ 22 2.4.1 线上平台社区建设的内涵 ·························································· 22 2.4.2 B2B平台社区建设的意义 ··························································· 23 2.4.3 B2B平台社区建设的现有研究 ····················································· 24 2.5平台培训 ······················································································ 25 2.5.1 平台培训的内涵 ······································································· 25 2.5.2 B2B平台培训的意义 ································································· 25 2.5.3 B2B平台培训的现有研究 ··························································· 27 2.6平台协同 ······················································································ 29 2.6.1 平台协同的内涵 ······································································· 29 2.6.2 B2B平台协同的意义 ································································· 31 2.7 B2B平台持续使用意愿其他研究 ······················································· 32 2.8本章小结 ······················································································ 35 第三章 研究模型和研究假设 ···································································· 37 3.1概念模型的提出 ············································································· 37 上海交通大学硕士学位论文 VII 3.1.1 B2B平台上买方持续使用意愿的影响机理及其路径 ·························· 37 3.1.2 B2B平台上卖方持续使用意愿的影响机理及其路径 ·························· 38 3.1.3 B2B平台上买卖双方持续使用意愿影响因素的概念模型 ···················· 39 3.2研究假设的提出 ············································································· 40 3.2.1 社区建设与B2B平台客户持续使用意愿的关系 ······························ 40 3.2.2 平台培训与B2B平台客户持续使用意愿的关系 ······························ 43 3.2.3 平台协同与B2B平台客户持续使用意愿的关系 ······························ 46 3.2.4 社区建设、平台培训与平台协同的关系 ········································ 47 3.2.5 平台协同在社区建设与客户持续使用意愿之间的中介作用 ················ 49 3.2.6 平台协同在平台培训与客户持续使用意愿之间的中介作用 ················ 50 3.3本章小结 ······················································································ 52 第四章 研究方法 ··················································································· 55 4.1问卷设计与数据收集 ······································································· 55 4.2研究变量的测量 ············································································· 56 4.3假设检验方法 ················································································ 57 4.4本章小结 ······················································································ 59 第五章 实证数据分析结果 ······································································· 60 5.1 信效度检验 ·················································································· 60 5.2 假设检验 ····················································································· 64 5.2.1 以买方持续使用意愿为结果变量的分析 ········································ 65 5.2.2 以卖方持续使用意愿为结果变量的分析 ········································ 66 5.3本章小结 ······················································································ 66 第六章 结论与展望 ···········