Study On The Influence Factors And Mechanism About User Stickiness Of E-Recruiting Platform In The Context Of Big Data

With the rapid development of Internet technology,the way of recruitment transform from print media advertising to the Internet,which called e-recruiting.E-recruiting has many advantages,such as the massive and timely information resources,not restricted by space and time,lower recruiting costs and higher efficiency,which make it become the main way to recruitment.The data show that active users has reached 140 million in the e-recruiting PC sites.However,there are still many problems about e-recruiting,false propaganda,excessive packaging,similarly business and service model,plagiarism and homogenization phenomenon is happened in the same time,which result a lower user stickiness.This is very fatal to the e-recruiting platform,especially considering that it’s operation is dependent on the users.The problem of user stickiness has become a major obstacle for e-recruiting platform to further development.Therefore,how to form the user’s retention and make them stick in the platform,has become an urgent problem to solve.Personalized service provides a new way to solve the homogenization and other issues for e-recruiting platform.By providing targeted service,the platform can meet the changing needs of users,arouse the user’s motivation to use continuously,and eventually improve their stickiness to the platform.The development of big data has a immense impact in all walks of life and set off a new wave of application,it also provide data support and technical support for personalized services.In the big data era,people in the idea of e-recruiting has changed dramatically.For users,the e-recruiting platform is not limited to the channels of job information,but help them to make better decision.Therefore,in the context of big data to study the impact of personalized service on the user stickiness is particularly urgent.Based on the S-O-R model,this paper constructs the theoretical model of Personalized Service-Motivation-Stickiness,and adds the Big Data Support as a moderator variable to discuss the mechanism of the personalized service on the user stickiness in the context of big data.First of all,this paper reviewed the concept and relevant research of big data,personalized service,user motivation and user stickiness,proposed big data support refers to the way of support for the platform,the dimension of personalized services consists ofinteractive,customized and recommendation,user motivation include perceived usefulness and flow.And gives an overview of the status quo of domestic and abroad e-recruiting platform.Then,based on S-O-R model and other related theories,this paper analysis the relationship between personalized service,user motivation,user stickiness and big data,and proposed 14 research hypotheses.Finally,through analyzing the sample data of 229 users in e-recruiting platform,and test the hypothesis by SPSS 19.0 and LISREL 8.7.The results show that 12 of the hypotheses are supported,1 are not supported,1 get reverse support.Through the empirical research result,the main conclusions of this paper are as follows:First,the personalized service has a significant influence on the user stickiness.Second,the personalized service has a significant positive impact on the user motivation,and the user motivation has a significant positive impact on the user stickiness.The user motivation has mediating effect in the personalized service and the user stickiness.Thirdly,with the big data support as a moderator variable,to test the effect in the relationship between personalized service and user stickiness.The results show that big data support has a significant positive impact on the relationship between recommended service and user stickiness,and has negative impact on the relationship between interactive service and user stickiness.In addition,the study also found that big data support has a directly significant positive impact to the user motivation and user stickiness.The innovation and contribution of this study are the following two aspects: Firstly,based on the S-O-R model,this paper integrates two perspective(the site and user factors)to explore the impact of the mechanism of stickiness,making the study of the stickiness more depth and comprehensive,which also enriches and expands the theory of user stickiness research.Secondly,considered with the technical background of big data era,the big data support is introduced into the research model as the moderator variable,and the measurement scale of this study is carried out.It has a certain reference value both in the academia and practice.