The Study On The Factors Influencing APP User Stickiness Of A Mobile Phone Bank Based On Grounded Theory

With the rapid development of Internet banking,the competition pattern of the major domestic commercial banks has undergone dramatic changes,the mobile banking as the representative of the mobile financial services,competition is particularly evident.As the most important service mode of mobile banking,mobile banking APP plays an important role in attracting user traffic and improving the conversion rate.Therefore,it is of great practical significance to study the factors affecting the stickiness of APP users in mobile banking,which can guide the banking industry to carry out marketing promotion,grasp the needs of users,and reduce the loss of users.Firstly,using grounded theory as the theoretical guidance,to personally participate in the A mobile phone bank APP as the research object,the original data collection of mobile phone bank APP through expert interviews,questionnaire survey and statistics of the platform,then the raw data were analyzed and the theory of encoding,and builds a model of factors of mobile phone banking users viscous effect roots based on the theory of.Then through the analytic hierarchy process(AHP)model of mobile phone banking factors affect the construction of user stickiness,calculate the relative weights between different factors,according to the weight from large to small order,identified ten major factors which influence the A mobile phone bank APP user stickiness,respectively is equity activity,function,integral interaction interactive,visual,response speed,stability,security,compatibility,performance,advanced technology to guarantee the consumption of mobile phone.Finally through the interpretative structural modeling(ISM)analysis of the hierarchical structure between the ten factors,the establishment of mobile phone banking users viscous effect factors structural model,to further identify the mobile phone banking user stickiness factors causes,functional characteristics and functions.In short,this study based on the grounded theory to study the factors influencing mobile banking user stickiness,and construct the model of mobile banking user stickiness.Then through the AHP of user stickiness factors evaluation,the ten factors influencing the bank mobile phone user stickiness,and finally through the ISM structure of the relationship between the ten factors,and puts forward the countermeasures to enhance user stickiness of mobile phone bank.