关键词: B2B平台投资, 持续使用, 感知价值, 中小企业, 电子商务

Abstract: This study explores why and how SMEs maintain their presence in B2B(Business-to-Business) platforms by performing two sequential empirical studies. In this study, we propose a research model that presents continuous use of an online platform, determined by perceived value. More than 100 SMEs survey responses in mainland China are collected, in order to validate the research model. The effect of market uncertainty on real option value is mediated by flexibility. This research highlights the importance of taking real option value into consideration, apart from monetary value, in SMEs’ online presence decision making.

Key words: B2B platform investment, Continuous use, Perceived value, Small and medium enterprises, Electronic commerce