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首页> 外文会议>Thirteenth Wuhan international conference on E-business >The Effectiveness of Two-Sided Users Activity for Sustainable Competitiveness: Findings from B2B Electronic Market
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The Effectiveness of Two-Sided Users Activity for Sustainable Competitiveness: Findings from B2B Electronic Market

机译：双向用户活动对可持续竞争力的有效性：B2B电子市场的发现

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摘要

With the prosperity of worldwide B2B electronic market, it is necessary to explore the role of its users' behavior but not only the user base effect on their sustainable competitiveness.The quality of users' behavior, which is indicated by the activity of two-sided users, are critical important for B2B electronic market makers as there is "chicken and egg problem" between these two users.In the context of B2B electronic market, we examine the relationship of users' activity of two sides and platform longitudinal competitive ability with VAR model.Furthermore, we investigate how advertising strategies improve the active degree of different user behaviors.The results show that the sellers' activity will improve the platform sustainable competitiveness more effectively than buyers' activity.Moreover, the authors find that the external customers which attracted by adverting (search advertising and event marketing in this paper) can significantly influence the internal users' activity.These findings emphasize more exploration should be pay attention to the quality of users' behavior in two-sided markets, and provide guidance related to advertising strategy.
机译：随着全球B2B电子市场的繁荣，有必要探索其用户行为的作用，而不仅是用户群对他们可持续竞争力的影响，还需要探讨用户行为的质量，即双方的行为用户，对于B2B电子做市商来说至关重要，因为这两个用户之间存在“鸡和蛋的问题”。在B2B电子市场的背景下，我们研究了用户的两侧活动和平台纵向竞争能力与VAR的关系。此外，我们研究了广告策略如何提高不同用户行为的活跃度，结果表明，卖方的活动比买方的活动更有效地提高了平台的可持续竞争力。此外，作者发现吸引了外部顾客的行为通过广告（本文中的搜索广告和事件营销）可以显着影响内部用户的活动。调查结果强调，更多的探索应注意双向市场用户行为的质量，并提供与广告策略有关的指导。

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