Cross-Side Network Effects, Brand Equity, and Consumer Loyalty : Evidence from Mobile Payment Market

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

2 Scopus Citations
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Author(s)

Detail(s)

Original languageEnglish
Pages (from-to)279-304
Journal / PublicationInternational Journal of Electronic Commerce
Volume24
Issue number3
Online published3 Aug 2020
Publication statusPublished - 2020

Abstract

Given the intense competition in the mobile payment market, researchers have been exploring strategies to maintain brand equity and consumer loyalty. By considering the characteristics of mobile payment, we incorporate cross-side network effects (CNEs) and the complementarity actions (i.e., platform-application, application-service, and service-strategy complementarities) to examine mobile payment brand equity and consumer loyalty. We test the research model using survey data collected from Alipay Wallet (n = 647) and WeChat Wallet (n = 327). The results show that platform-application, application-service, and service-strategy complementarities positively influence brand equity, which in turn leads to consumer loyalty. In addition, service-strategy complementarity reinforces the impacts of platform-application and application-service complementarities on brand equity. This study contributes to the literature by introducing CNEs in the mobile payment context and examining the relations between CNEs, brand equity, and consumer loyalty. Furthermore, the results provide practitioners with insights into consumer loyalty in the mobile payment context.

Research Area(s)

  • brand equity, consumer loyalty, cross-side network effects, Mobile payment, network effects, perceived complementarity, two-sided markets

Citation Format(s)

Cross-Side Network Effects, Brand Equity, and Consumer Loyalty : Evidence from Mobile Payment Market. / Gong, Xiang; Cheung, Christy M. K.; Zhang, Kem Z.K.; Chen, Chongyang; Lee, Matthew K.O.

In: International Journal of Electronic Commerce, Vol. 24, No. 3, 2020, p. 279-304.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review