A Study On The Effect Of Interactivity Of E-commerce Platforms On The Continuance Intention Of Consumer Based On The Flow Theory

With the rapid development of the Internet and the platform economy,the application of new technologies such as VR,AR,we-media and live webcast,the competition environment between e-commerce platforms is becoming more and more complicated.The era of experience economy has been coming,the ultimate goal of consumer shopping has changed from product to experience activity itself.As a new economic form in the information age,e-commerce platform’s interactive activities are more convenient,high-frequency and diversified,and various interactive activities become an important strategy of e-commerce platform to be differentiate and attractive.How to optimize the interactivity of e-commerce platform have become an urgent problem for all ecommerce platform managers to solve,which can make consumers producing high-quality shopping experience in the process of shopping and producing the intention of continuous use of e-commerce platform.Based on the view of flow experience,taking B2 C and C2 C e-commerce platform as the main research object,this thesis studies the influence mechanism of the interaction of e-commerce platform on the consumer’s continuance intention by means of the empirical research method.First of all,this thesis divides the interaction of e-commerce platform into three kinds of interaction relations: " the interaction between consumers and platform " — perceived ease of use,perceived usefulness;" the interaction between consumers and merchants " — response;" the interaction between consumers " — mutual aid.Secondly,based on S-O-R theory,this thesis structures main model of " the interactivity of e-commerce platform — flow experience — continuance intention ",and introduces moderator variable — product involvement.Finally,this thesis puts forward the corresponding research hypotheses,using the statistical analysis software SPSS22.0 and AMOS22.0 to carry on the hypotheses verification analysis.This thesis finds out that: First,the positive effects of response,mutual aid,perceived usefulness,perceived ease of use on flow experience decrease in order.Second,the flow experience positively affects consumers’ continuance intention.Third,the flow experience plays an part of intermediary role between the e-commerce platform interactivity and the consumers’ continuance intention.Fourth,product involvement does not play a moderating role in the relationship between perceived ease of use and flow experience.Fifth,product involvement positively moderates the relationship between perceived usefulness,response,mutual aid and flow experience.Based on the research’s conclusions,this thesis throws out several ideas for the development of e-commerce platform: First,strengthening the interactive construction between consumers and platform,solid flow experience’s generation basis.Second,strengthening the interactive construction between consumers and merchants,ensure responsiveness’ s engine role.Third,strengthening the interactive construction between consumers,give play to the mutual aid’s effect under word of mouth economy.Fourth,optimize the personalized recommendation service and play the role of product involvement.Fifth,fully understand the relationship between consumers’ continuance intention and loyalty.This thesis has a certain theoretical and practical significance for enriching the research perspective and research category of e-commerce platform.First,from the perspective of the flow experience,this thesis improves the research on the mechanism of the interaction of the e-commerce platform and the continuance intention of consumer.Second,this thesis explores the regulation of product involvement between e-commerce platform interactivity and flow experience,and clarifies the boundary of e-commerce platform interactivity.Third,the conclusions of this thesis provides practical management suggestions for the managers of e-commerce platform.