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本文以品牌资产和信息规则为研究视角,从2006年中国ERP市场软件商中随机选取20位进行问卷调研获取数据,对影响商用软件价值评估的具体指标进行Pearson分析,选择影响商用软件评估价值的关键因素,在此基础上对多元回归模型进行分析。实证结果表明,网络效应以及软件的锁定程度、市场行为、品牌忠诚是影响商用软件价值的重要因素,并都对其有着正向的促进作用。
Taking the brand equity and the information rules as the research perspectives, this study selected 20 randomly selected software vendors from the ERP market in 2006 to obtain the data. Pearson analysis was conducted on the specific indicators that affect the value of the commercial software. Key factors, on the basis of multiple regression model analysis. The empirical results show that the network effect and the degree of software lock-in, market behavior and brand loyalty are important factors that affect the value of commercial software and all play a positive role in promoting it.