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随着移动支付在商务活动中的普遍应用,移动支付企业也随之嵌入到了不同的商业价值网络中。移动支付企业的嵌入不仅改变了原价值网络的价值创造和传递机制,影响着企业价值的实现,同时,也改变了顾客的消费行为,影响着顾客价值的实现。本文实证检验了移动支付企业的网络嵌入与顾客价值变量间的关系,发现移动支付企业网络嵌入对顾客价值产生显著正向影响,但网络嵌入各维度对顾客价值不同维度的具体作用关系却存在着一定的差异性。
With the widespread application of mobile payment in business activities, mobile payment enterprises are embedded in different commercial value networks. The embeddedness of mobile payment enterprises not only changed the value creation and delivery mechanism of the original value network, but also affected the realization of enterprise value. At the same time, it also changed customer’s consumption behavior and affected the realization of customer value. This paper empirically examines the relationship between mobile payment enterprises’ network embedding and customer value variables. It is found that mobile payment embedding has a significant positive impact on customer value. However, the specific role of network embedding dimensions in customer value dimensions exists A certain difference.