网络社区B2C电子商务平台用户粘性影响因素研究

发布时间：2018-06-08 08:40

  本文选题：网络社区 + 用户粘性　； 参考：《杭州电子科技大学》2017年硕士论文

【摘要】：电子商务的发展已经不单纯只是卖货,拥有长远目光的企业早已把用户留存率、回购率等当作长期发展的一项不可忽略的战备策略。我们可以发现仅仅是作为互联网金融支付手段的支付宝都在不断的探索他的社交化社区化策略,不可否认现在的B2C电子商务平台正在以全新的视角和态度追寻一个长久的客户留存以及用户粘性。2016年初美丽说和蘑菇街作为早期以社区导购发展起来的企业在淘宝等B2C电子商务平台政策转型的情况下不得已抱团取暖选择合并,可以看出B2C电子商务平台已经开始认识到社区发展的重要性并在积极探索。那么对于网络社区的哪些方面的发展可以更有效促进用户的留存与转化、促进用户的持续使用和粘性则是本文探索的主要方向。通过梳理文献发现,当前对于用户粘性的研究主要集中在线下商城的研究,以及更偏向用户体验用户感知的角度,同时对于网络社区的研究也多集中在社区内部因素之间的关系研究,对于网络社区及所依赖的B2C平台的用户粘性的结合研究较少。因此本文将以往学者的研究相结合提取了本文的社区因素变量包括平台社区知识共享程度、平台社区活跃程度、平台社区娱乐性和平台商品性价比水平及社区用户因素变量包括社区成员自我实现需要、社区成员群体归属需要和社区成员期望确认度,并从以往学者的研究过程中萃取了用户满意、信任及持续使用意图三个中介变量,进而构建了本文的基于网络社区角度的B2C电子商务平台用户粘性初始影响模型。本文通过文献梳理研究方法建立初步研究模型并作出假设和测量,然后通过问卷调研实证研究的方法收集数据,接着使用SPSS软件进行了信效度检验、差异性分析、相关分析和回归分析,通过这一系列数据分析对假设进行检验。通过实证研究,本文主要结论如下:第一,平台社区因素与社区用户因素对用户粘性存在促进作用。第二,平台社区因素和社区用户因素对用户信任、满意及持续使用意图存在积极影响。第三,用户信任、满意及持续使用意图对用户粘性存在积极影响。第四,用户信任、满意及持续使用意图对平台社区因素及平台社区用户因素对用户粘性的影响过程中的中介作用。根据假设检验,针对对用户粘性本文从社区角度为企业和用户分别提出如下营销建议:第一,B2C购物平台商家应明确网络社区存在的意义,积极建设购物平台上的网络社区,以增强用户粘性。第二,B2C平台企业应加强社区知识共享渠道和活动建设,以促进用户粘性。第三,B2C平台企业应加强社区娱乐性建设,以促进用户对平台的满意信任及持续使用意图。第四,B2C平台企业应努力为不同用户营造归属感并满足其需要,以提高用户留存率。第五,消费者应合理使用网络社区,提高自己的用户体验。
[Abstract]:The development of electronic commerce is not only selling goods, but also the enterprises with long-term vision have taken the retention rate of users and the rate of repurchase as a strategic strategy that can not be ignored in the long-term development. We can find that Alipay, just as a means of financial payment on the Internet, is constantly exploring its social and community-oriented strategy. There is no denying that the current B2C e-commerce platform is pursuing a long-term customer retention and user stickiness with a new perspective and attitude. In early 2016, Beauty and Mogujie as the early development of community-led enterprises in the Amoy Bao and other B2C e-commerce platform policy transformation under the circumstances of forced group heating choice merger, We can see that B2C e-commerce platform has begun to realize the importance of community development and actively explore. Then what aspects of the development of the network community can promote the retention and transformation of users more effectively, and promote the sustainable use and stickiness of users is the main direction of this paper. Through combing the literature, it is found that the current research on user stickiness is mainly focused on the research of online and offline shopping malls, as well as on the perspective of user experience user perception. At the same time, the research on the network community is also focused on the relationship between the internal factors of the community, and there is little research on the combination of the user stickiness between the network community and the B2C platform. Therefore, this paper combines the previous studies and extracts the variables of community factors, including the degree of knowledge sharing in the platform community, the level of platform community activity. The level of platform community entertainment and platform commodity value ratio and the variables of community user factors include community members' self-actualization needs, community members' group ownership needs and community members' expectation recognition degree. From the research process of previous scholars, the user satisfaction, trust and continuous use intention are extracted, and then the initial impact model of user stickiness of B2C e-commerce platform based on network community is constructed in this paper. This paper establishes a preliminary research model, makes assumptions and measurements through literature combing, then collects data by questionnaire empirical research, then uses SPSS software to test the reliability and validity, and analyzes the differences. Correlation analysis and regression analysis, through this series of data analysis to test the hypothesis. Through empirical research, the main conclusions are as follows: first, the platform community factor and community user factor promote the user stickiness. Second, the platform community factor and community user factor have positive influence on user trust, satisfaction and continuous use intention. Third, user trust, satisfaction and continuous use intention have a positive impact on user stickiness. Fourth, the intermediary effect of user trust, satisfaction and continuous use intention on the platform community factors and the platform community user factors on the user stickiness. According to the hypothesis test, this paper puts forward the following marketing suggestions for enterprises and users from the community point of view: first, the merchants of B2C shopping platform should make clear the significance of the existence of the online community, and actively build the online community on the shopping platform. To enhance user stickiness. Second, B2C platform enterprises should strengthen community knowledge sharing channels and activities to promote user stickiness. The third B2C platform enterprise should strengthen the community entertainment construction in order to promote the users' satisfaction and trust and the intention of continuous use. The fourth B2C platform enterprises should strive to create a sense of belonging for different users and meet their needs in order to improve the retention rate of users. Fifth, consumers should use the network community reasonably and improve their own user experience.
【学位授予单位】：杭州电子科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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本文编号：1995391