Studies On The Influencing Factors Of Customer Stickiness In Mobile Browsers

The33st Chinese Internet development Statistics Report "of CNNIC (Chinese Internet Network Information Center)" shows, At the end of12th month of2013, China’s mobile Internet users reached500,000,000, of which the user mobile device browser sized360,000,000, approach70%of the total users. The development of mobile Internet has greatly affected the way of life and business development direction of people’s future, mobile browser as one mobile Internet important access can affect the application operator access to user value to a large extent, so mobile browser has become an important direction of future competition of each big Internet Co. Under the background of "survival is the king" mobile Internet rules, not only how to obtain the user from the brand or other marketing activities is important, but also let the user generated continued use or improve user viscosity is placed in front of the program operators.This article start from the status of mobile browser, combine analyze the characteristics of mobile browser with classical users continue use behavior theory model and its scale, thus establish a new model that mobile browser for user stickiness, On the basis of model we validate assumptions by SPSS to dig out the factors that influence mobile browser user’s stickiness, and then to speculate how to strengthen customer loyalty in the mobile Internet and enhance user stickiness. In this paper, we establish a theoretical model contain user perceived usefulness, perceived ease of use, the user experience, quality of the system, confirm degree of user expected, satisfaction and replacement cost as variables, user stickiness as target variables from the status of the development trend of mobile browsers and other users "continue to use" model in order to construct the new impact model user stickiness, and the use of quantitative methods to analyze the factors affecting user stickiness, then use this conclusion to guide the practice.The results show that the mobile browser user’s stickiness influenced by perceived usefulness, perceived ease of use of mobile browser, use experience, quality of the system, confirm degree of expected, user satisfaction and replacement cost. Which the influence of user satisfaction was the strongest factor of stickiness, followed by the Confirmation of Expectation and replacement cost. In the research, we found that all the hypotheses are verified:users’mobile browser perceived usefulness positive correlated to Expectation Confirmation degree; users’mobile browser perceived easiness positive correlated to Expectation Confirmation degree; system quality of mobile browser have a positive influence to the user identity; Use experience positively affects the expectation confirmation; Mobile Browser’s User Expectation Confirmation and user satisfaction are positively correlated; mobile browser user satisfaction and user stickiness positive correlation; mobile browser user switching costs positively influence the user viscosity.In the regression analysis of the mobile browser user stickiness, the seven independent variables in the model which5being retained in the equation, in which two independent variables were excluded from the equation outside named perceived usefulness and perceived ease of use. Further analysis of the data find that useful perceived and ease of use is the user’s perception of a subjective evaluation, which based on different person’s experience, so if the user can not accurately aware of mobile browsers themselves what specific usefulness and ease of use, it is possible to generate the fuzzy judgment and thus affects the accuracy of the final result; Secondly there is an important factor that is the perceived usefulness and perceived ease of use as a factor of affecting the user’s mobile browser user stickiness, based on users confirmation of expect as intermediary variables, also based on the expectations and feelings of the user before use, Users confirmation of mobile browsers largely affected the level of confirmation degrees.After analysis the factors of affecting mobile browser user’s stickiness, for better to provide good service to users, and thus to enhance their stickiness, the paper also put forward some proposals:Pay attention to the mobile browser users and subdivision function of browser; Build ecosystem based on mobile browser brand; finally is optimize browser system.