Understanding User Stickiness In O2O Service Platform:Evidence From The Real Estate Community

With the explosive growth of mobile phone users and mobile payments,In order to adapt to the situation of all walks of life have entered the Internet plus thinking,Real estate companies are also competing for the community O2 O with a keen sense of smell.As a real estate provider,real estate enterprises have a congenital advantage,As the front-end of the industrial chain,not only has a strong connection with the residents,especially the property companies subordinate to the real estate.But the practice shows that this model does not bring a huge change to the profit model of real estate enterprises,the profit of 90% of the enterprise still comes from the traditional property service charge,the unclear profit model is the biggest problem that restricts the development of the real estate community O2 O at present.The reason is that the users of the real estate community O2 O service platform have a low frequency of use and fail to form a certain user stickiness and scale.Therefore,how to excavate user information,prevent the loss of users,and enhance the stickiness of users has become an urgent problem to be solved.Under this background,this paper takes user viscosity as the focus and takes the real estate community O2 O service platform as the research object,and studies the impact of user social capital on viscosity.Through the construction of the model,data analysis and hypothesis verification are carried out,and the following conclusions are drawn:1?The relationship capital in social capital has a significant positive effect on information value,emotional value and social value;The perceived value of relational capital as a partial intermediary affects the user's willingness to use and then affects the user's viscosity.2?Structural capital,cognitive capital and perceived value as a complete intermediary influence the user's willingness to continue to use and then affect the user's viscosity;Structural capital and cognitive capital do not directly affect perceived value,but structural capital has a significant positive impact on social value,cognitive capital,information and social value.This research takes the emerging real estate community O2 O service platform as the research background,explores the relationship between social capital and user viscosity from an innovative perspective,and expands the theory of social capital,user perceived value and user viscosity to a certain extent.At the same time,in the process of practice,we should guide the real estate enterprises to focus on building user communication platform,establishing trust mechanism,accurately locating user circles and optimizing platform technology.