The Empirical Study Of The Impact Of Relational Bonds User's Continuance Intention Of Mobile Shopping

At present,China Mobile shopping market has entered a period of rapid development,the competition in the industry is abnormally fierce,the major e-commerce companies implement mobile terminal strategy and pay enough attention to the mobile terminal.They have launched own shopping app,there are several relatively well-known apps,such as Taobao App,Tmall App,Vip App,Mogujie App,Jingdong App,the Red App.In terms of the view of users,some of them refuse to use the shopping App again after their first use;In terms of the shopping app operators,they have invested huge funds on the mobile terminal,it will be difficult to develop further for the company if users do not use it persistently.In addition,the current shopping App operators heavily rely on discounts to stimulate users to reuse app,but this way is not sustainable.Therefore,how to strengthen the users' intention of using shopping App persistently and make them use it persistently is the focus that the shopping App operators should notice.This study takes the view of user-centered relationship marketing,basing on the S-O-R model,it propose and validate a theoretical model.The theoretical model takes financial bonds,social bonds and structural bonds as independent variable,taking specific-transaction satisfaction and cumulative satisfaction as mediating variable,taking persistent-usage intention as dependent variable and taking emotional commitment as a moderating variable between satisfaction and persistent-usage intention,in order to explore the influence paths and path coefficient among variables.Through regression analysis,result equation model analysis and variance analysis,this study draws the following conclusions and puts forward relevant marketing implications:The main conclusion of the study:(1)The financial bonds positively affects the specific-transaction satisfaction obviously,but it has no significant influence on the cumulative satisfaction;(2)The social bonds and the structural bonds both have a obvious and positive impact on specific-transaction satisfaction and cumulative satisfaction,and the latter has greater impact than the former;(3)The influence of financial bonds,social bonds and structural bonds on specific transaction satisfactionand cumulative satisfaction is hierarchical,the structural bonds have the greatest impact,the social bonds are second,the financial bonds are minimal;(4)Compared with specific-transaction satisfaction,cumulative satisfaction can better predict users' persistent-usage intention;(5)The effects of emotional commitment on specific transaction satisfaction,cumulative satisfaction and continuous willingness to use are different.Basing on the above results,this study puts forward some management implications on how to improve user activity by shopping APP operators,and further points out the shortages of this article and research prospects.