Research On The Influence Of Customer Experience On Customer Engagement On The Two-sided Platform

The in-depth integration of Information Technology and industrial practice has led to the rapid rise of the Internet platform economy represented by two-sided platform enterprises.There are seven of world's ten most valuable are platform enterprises by June2020.With the high quality development of China's economy and the upgrading of consumption structure,the demand for personalized products and services is a new trend among domestic consumers.Traditional enterprises are limited by their own resources and face the dilemma of not being able to meet customers' demand for personalized goods and services,while enterprises derive income by facilitating matching and transactions between customers in need and merchants who can provide goods and services.This way of using external resources to create value make two-sided platform enterprises more competitive and more and more traditional enterprises have begun to transform into two-sided platform enterprises as the great success of two-sided platform enterprises in market competition.Therefore,the product-oriented transaction management logic need to be transformed into the service-oriented relationship management logic with changes in consumer preferences.The engaged customers will create an emotional connection with enterprises and develop positive behaviors.Research is relatively scarce on customer engagement on the two-sided platform,particularly the formation mechanism of customer engagement on the two-sided platform is unknown,despite the wide acceptance of customer engagement as a key factor affecting customer relationship management.This thesis explores the impact of customer experience on customer engagement on the two-sided platform.Based on existing domestic and foreign literature,this thesis defines customer engagement as the emotional connection built by and positive behavior performed by costumers with two-sided platform enterprises in the process of purchasing products and service on the two-sided platforms.The research objects are consumers with consumption experience on the two-sided platform.This thesis is in the background of the two-sided platform and based on the research SOR model,Social Exchange Theory and Self-determination Theory,to build customer engagement scale on the two-sided platform.And it combines the questionnaire survey with a statistical test of the empirical research method,using AMOS and SPSS to studies impact of customer experience on customer engagement on the two-sided platform,while testing the role of customer satisfaction and trust climate.The results are as follows:First,customer experience has a significant positive predictive value on the customer engagement on the two-sided platform;among the three dimensions of customer experience,functional experience,emotional experience and interactive experience have significant impact on customer psychological engagement and behavioral engagement.And the customer experience also has a significant positive predictive value on the customer satisfaction on the two-sided platform.Second,customer satisfaction plays an intermediary role between the customer experience and the customer engagement on the two-sided platform.The customer satisfaction has significant partial mediating effects between the three dimensions of customer experience and the customer engagement.Third,trust climate of the two-sided platform plays positive moderating role between the customer experience and the customer engagement.Trust climate moderates the relationship between functional experience and customer engagement,and the relationship between emotional experience and the customer engagement,but has no moderating effect on the relationship between interactive experience and the customer engagement.Fourth,trust climate of the two-sided platform can strengthen the mediating effect relationship between the customer satisfaction and customer experience on the two-sided platform.Based on the above findings,countermeasures are obtained to enhance the intervention strategies of the customer experience and the customer satisfaction,also creating a trustworthy platform climate with the positive image.Such as to meet the personalized needs of customers,pay attention to the spiritual pursuit of customers,and show the positive image of enterprises.These conclusions have certain implications for enhancing engagement between customers and the two-sided platform.The major contributions of the above research are as follows:First,this thesis uses the ternary relationship of customer-platform-store/individual replaces the binary relationship of customer enterprise to explore the customer engagement,it extended the research context of customer engagement.Second,a customer engagement scale is developed based on the two-sided platform,can identify the difference of customer engagement between traditional consumption environment and the two-sided platform,and discover the role switch which is the unique factor of the two-sided platform.And it provides a measurement tool for future research on customer engagement on the two-sided platform which extends and develops the measurement model of customer engagement.Third,the influence model of customer experience on customer engagement on the two-sided platform is constructed.This model finds another way for achieving customer engagement while testing the role of customer satisfaction and trust climate,which is a beneficial supplement to the research on customer engagement theory.