Research On The Influence Mechanism Of Community Interaction On The User Stickiness Of Knowledge Payment Community

Under the background of digital intelligence era,the development of knowledge payment is becoming more and more popular,and the emergence of online knowledge payment platform makes the knowledge payment community which takes personalized knowledge service as the main task come into being.However,various knowledge payment communities are faced with a cruel and fierce competition situation,how to take effective measures to attract and promote the continuous participation of users,so that users can complete the transformation from light users to heavy participants,to reduce the rate of user churn,to achieve the effective retention of users,is the knowledge payment community enterprises in the competition to break through the encirclement of competitive advantageBased on the S-O-R theory and the attachment theory,this thesis chooses the knowledge payment community as the research object and analyzes the influence mechanism of community interaction on user stickiness.Based on the background and context of this thesis,community interaction should include both user-knowledge payment community interaction and user-user interaction,from the perspective of interactive product development,community interaction is divided into three dimensions:two-way communication,customer participation and joint problem-solving.This thesis holds that good community interaction will promote the users' sense of identity and belonging to the knowledge payment community,enhance the users' emotional attachment to the knowledge payment community,and help the knowledge payment community to build and maintain good customer relationship management,cohesive user stickiness.In order to make the research results more accurate,this thesis used the maturity scale developed by others to measure each variable,and used SPPSS21.0 and AMOS21.0 to test the reliability and validity of the model,the path analysis of structural equation is carried out.The results show that the three dimensions of community interaction,two-way communication,customer participation and joint problem-solving,can positively promote user stickiness,and community interaction can positively promote emotional attachment.Emotional attachment promotes user stickiness significantly,and verifies the mediating role of emotional attachment between community interaction and user stickiness,it proves the validity of studying the relationship between community interaction and user stickiness from the aspect of user emotion,and clarifies an effective way to maintain good customer relationship for the operator of knowledge payment community.The model of the influence of community interaction on the stickiness of users in the knowledge payment community constructed in this thesis makes up for the lack of research on community interaction under the background of knowledge payment,and also provides practical guidance for the operators of knowledge payment community,it is suggested that the community interaction and the emotional attachment of users can be enhanced to enhance the stickiness of users,promote the continuous participation of users,reduce the rate of user churn,and realize user retention.