Research On The Factors Influencing Customer Engagement Behavior In Social E-commerce

With the sharp decline in China's demographic dividend and the emergence of the Matthew effect in Internet traffic dividend,the marketing strategy and business model of enterprises have been redefined,and the relationship between customers and customers,customers and enterprises have changed a lot.In social e-commerce,although customergenerated content,helping other customers,word-of-mouth recommendation,and active participation in corporate activities can not directly bring economic benefits to the enterprise,but they can effectively tap the potential market,thus becoming an important source of value for enterprises beyond transaction behavior.However,the development of social ecommerce is not mature,the users are not active,the quality of the website is unstable,the customers are not persistent,therefore,how to stimulate and cultivate customer engagement behavior,promote social interactions,and create value with the enterprise have become the biggest social e-commerce companies' issues nowadays.The focus of this paper is to explore the influencing factors of customer engagement behavior in social e-commerce environment,and to solve following problems: First,do social support in social commerce affect customer engagement behavior? Second,which factors in social support and website quality have a greater impact on customer engagement behavior? Third,how do these factors act on customer engagement behavior? Can the flow experience play a role in mediating? Therefore,this paper adheres to the principle of combining theoretical research with empirical analysis.Based on the combination of related literatures,the research put forward the shortcomings of existing research.Then,based on the “stimulus-organism-response” model and social related theories,the research explored the relationship between social support(including informational social support and emotional social support),website quality(including service quality and system quality)and customer engagement behavior,via introduce the mediator experience of the flow,the research construct the influencing factor model of customer engagement behavior.Based on the scholars' maturity scale,272 valid questionnaires were designed,distributed and recycled in this study,and the hypothesis of this paper was verified by using SPSS21.0 software.Finally,based on the data of empirical analysis,the conclusions are discussed,so that the research made targeted suggestions to social e-commerce enterprises,and point out the future research direction.The results show that social support and service quality have a significant positive impact on customer engagement behavior in a socialized e-commerce environment,but the impact of the system quality of the website on customer engagement behavior has not been verified;social support and website quality have a significant positive impact on the user's flow;the flow has a significant positive impact on customer engagement behavior;the flow plays a mediating role in the impact of social support and service quality on customer engagement behavior,while the intermediary role in the impact of system quality on customer engagement behavior has not been tested.Therefore,this paper believes that social e-commerce enterprises should not only regard customers as marketing objects,but also as marketing resources,and focus on improving the social support of customers under the premise of ensuring the quality of the website.In addition,enterprises should recognize the key role of the flow,increase the attention to the emotional needs of customers,and strive to create a pleasant flow environment to stimulate customer engagement behavior.The results provide a certain guiding role for the marketing practice of social e-commerce enterprises while expanding the research model of customer engagement behavior.