The degree of two-sided users’ participations are critical important for B2B electronic market makers,which reflect the quality of users’ behavior.In the context of B2B electronic market,we examine the relationship of users’ activity of two sides and platform performance with VAR model.Furthermore,we investigate how advertising strategies improve the active degree of user behaviors.The results show that the active users in different sides will play differently related to their short-term or long-term effect on the platform performance.Moreover,the authors find that the external customers which attracted by adverting (search advertising and event marketing in this paper) can significantly influence the internal participants’ activity.These findings emphasize more exploration should be pay attention to the quality of user base in two-sided markets,and provide guidance related to advertising strategy.