The Empirical Study On The Influencing Factors Of Consumer Stickiness Behavior In China

With the continuous development of economy and the improvement of people's living standard,the traditional consumption patterns can not meet the needs of consumers for the diversification and differentiation of commodities.Network consumption in the historical arena,showing its unprecedented "charm",and the network as the carrier of the new consumption model,the continuous development of the network to promote the growing consumption patterns.Followed by the gradual extension of the network time consumption,so the behavior of consumer network stickiness is gradually being taken seriously.The emergence of new forms of consumption will inevitably lead to changes in consumer behavior,consumer network stickiness behavior,is the process of changing consumer behavior in the middle of the transition product.Network stickiness can provide convenience to people's lives,enrich the consumer's shopping channels,but at the same time excessive network stickiness will also harm the physical and mental health of consumers and work efficiency.As consumers continue to enhance network viscosity,viscous network transformation trend is gradually obvious,we need from the consumer point of view,to explore the effect of viscosity factor network direction of transformation related problems of viscous behavior more targeted to solve consumer related,realize the reasonable control of network viscosity behavior,so as to promote the healthy development of this new mode of consumption and promote people's physical and mental health,promote social harmony and stable development.Based on the reading of related literature and theoretical analysis,from the consumer's point of view,summarize the possible impact of network viscosity conversion of factor,and assumptions about these factors,that continued use intention,loyalty,satisfaction,structural embeddedness,perceived usefulness,trust degree,the network is expected to confirm the negative viscosity transformation,is to enhance the stickiness;privacy risk beliefs,time effectiveness of network transformation is positive viscous,sticky.The measurement scale on the research variables refer to the domestic and foreign scholars,the design of the questionnaire,analyze the reliability and validity of the questionnaire,fully fit analysis model,to ensure the reliability of data,rationality and authenticity,and the questionnaire for screening and sorting.The hypothesis testing method using structural equation model,theconversion direction using the AMOS 21 software on Chinese consumer network sticky inquiry,and to verify whether these factors in the causal relationship and viscous transformation,model fitting degree analysis,to ensure the accuracy of the model.The path coefficients,verify the hypotheses are valid,and put forward the influencing factor by promoting and inhibiting,reducing the network consumer viscous countermeasures,respectively: improve the website platform construction,strengthen infrastructure construction,strengthen consumer awareness of network viscosity behavior,so as to realize the reasonable control of network viscous behavior,promote the healthy development of the new consumer the way,promote people's physical and mental health,promote social harmony and stable development.