Empirical research on the impact of network externalities on online loyalty in B2B platforms

Li Li, Xiaoli Wu, Yue Zhang and Jie Zhao

International Journal of Networking and Virtual Organisations, 2015, vol. 15, issue 2/3, 185-199

Abstract: Online loyalty and its antecedents have been examined extensively in numerous publications over recent years. The present research aimed at understanding how network externalities, including both direct and indirect ones, determine online loyalty. First, a theoretical model of online loyalty in B2B platforms was elaborated. Then, data collected from 1,348 subjects were analysed with structural equation modelling to test the hypotheses. The results confirmed the positive influence of both direct and indirect network externalities on the formation of online loyalty. In light of the major findings, managerial implications for online loyalty are provided in the setting of B2B electronic commerce.

Keywords: network externalities; online loyalty; B2B platforms; business-to-business; e-commerce; electronic commerce; networking; China; structural equation modelling; SEM. (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijnvor:v:15:y:2015:i:2/3:p:185-199

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