Study On The Influence Factors Of Online Community To User Stickiness On B2C E-commerce Platforms

The development of e-commerce is not just selling goods nowadays.Enterprises with long-term vision have long taken the user retention rate and repurchase rate a strategy of long-term development.We can find that Alipay,one of the Internet financial payment means,is constantly exploring his socialization community-based strategy.It is undeniable that B2 C e-commerce platform now has a new perspective and attitude to pursue a long-term customer retention and user stickiness.Early in 2016,Mogujie and Meilishuo as the early shopping guiding community enterprises had to choose the merger cause that the policy of Taobao and other B2 C e-commerce platform has changed.It can be seen B2 C e-commerce platform has begun to recognize the importance of community development.So,which aspects of the network community can more effectively promote the retention and transformation of users and promote the continued use and stickiness of users is the main direction of this paper to explore.From the literature,it can be found that the research on stickiness of the users mainly focuses on the study of offline store and is partial to users experience and perception.Contemporarily,the research on the network community is also focused on the relationship between the internal factors of the community.The study of user stickiness in the network community and the B2 C platform which the e-community relys on is rare.Therefore,this paper extract the community factors from combining the previous scholars' research.Factors of platform and e-community include knowledge sharing,activity level,entertaining and commodity price level.And the factors of community user include self-fulfillment needs,group ownership needs,and confirmation of expectations.And the three influential variables,customer satisfaction,trust and continuous use intention,are extracted from the research process of previous scholars,and then the initial model of B2 C e-commerce platform user's stickiness is constructed based on network community.According to this paper,the preliminary research model is established by literature reading,as well as assumptions and measurements.The data was collected through questionnaire research.Reliability and validity test,difference analysis,correlation analysis and regression analysis were executed by using SPSS software.By these series of data analysis,the hypotheses are tested.With the empirical study,there are four conclusions of this paper as follows: First,the platform community factors and community user factors promote the role of the user stickiness.Second,factors of the platform community and community user have positive effects on users' trust,satisfaction and continuous usage.Third,the user trust,satisfaction and continuous usage have a positive impact on the user stickiness.Fourth,the users' trust,satisfaction and continuous usage of the platform community work as the intermediary role in the process that the platform community factors and the community user factors play on the user stickiness.According to the hypotheses test,this paper gives marketing recommendations on user stickiness,just as follows: First,B2 C platform enterprises should be clear the meaning of the existence of the network community,and be actively to build online shopping community platform to enhance user stickiness.Second,B2 C platform enterprises should strengthen channels and activities of community knowledge sharing to promote user stickiness.Third,B2 C platform enterprises should strengthen the community entertainment building in order to promote the user's satisfaction.Fourth,B2 C platform enterprises should strive to create a sense of belonging for different users and meet their needs in order to improve the user retention.Fifth,users should be rational to use the online communities to improve their user experience.