中文摘要：

摘要：将网络外部性与客户忠诚行为倾向引入消费者效用函数，构建了网络服务价控策略模型，给出了模型的显性均衡解。并分析了其性质．研究结果表明，当网络外部性与价格敏感型用户的客户忠诚行为倾向共同作用于处于市场优势的网络服务供应商（intemet service provider，IsP）时，均衡价格策略空间紧缩．仅考虑网络外部性时，处于市场优势ISP的期望收益随网络外部性强度的增加而增加；若价格敏感型用户对该ISP同时具有客户忠诚倾向，其期望收益增加．社会总福利下降．仅考虑网络外部性时，处于市场劣势ISP的期望收益与网络外部性强度无关：若价格敏感型用户对该ISP同时具有客户忠诚倾向，其期望收益增加，社会总福利随着客户忠诚倾向的增长而增加．

英文摘要：

Introducing network externality and customer loyalty into the consumer utility function, an Internet service pricing model is developed, and the explicit equilibrium solution and its characteristics are given. The results reveal that the equilibrium pricing strategy spaces narrow when the inferior Internet service provider （IS- P） has the price-sensitive customers＇ loyalty and when network externality is considered. The expected revenue of the predominant ISP increases with the intensity of the network externality when only network externality is considered. The expected revenue increases and the aggregate social welfare declines when the predomi- nant ISP also has price-sensitive customers＇ loyalty. The expected revenue of the inferior ISP is independent of the intensity of the network externality when only network externality is considered. The expected revenue increases and the aggregate social welfare increases with the loyalty intensity when the inferior ISP also has price-sensitive customers＇ loyalty.