Research On The Impact Of Perceived Value Of Knowledge Based Community Users On User Cohesion In Banmufangtang Bookstore

Physical bookstores,as important public facilities in cities,are effective carriers for spreading and exchanging culture.In recent years,under the impact of Internet applications,physical bookstores have encountered challenges such as changes in reading scenes and marketing models.Especially affected by the COVID-19,physical bookstores have sought transformation.Utilizing knowledge-based community marketing to cultivate loyal users,retain users,and increase profits has become an important choice for physical bookstore operations.User stickiness is a measure of users’ satisfaction and loyalty to knowledge-based communities,and is also an important indicator of whether they are willing to spend more time and effort on products and services.Banmufangtang Bookstore is an urban physical bookstore jointly established by the author and partners since 2020.Over the past three years,the author has actively explored the path of transformation and development,innovatively joined the construction of a knowledge-based community,registered Banmufangtang Education Consulting Co.,Ltd.,and developed products and course services for community users with family education,encouragement and consultation as entry points.At the same time,cultural dissemination and brand activities are carried out through online downloads of physical bookstores,Actively exploring the operational path of building a knowledge-based community and promoting the transformation and development of physical bookstores by combining online and offline.This article uses case studies,questionnaire surveys,and other research methods to study the perceived value of users in the knowledge based community of Banmufangtang Bookstore.It is divided into six dimensions: service value,information value,emotional value,social value,brand value,and entertainment value.Combining perceived difficulty and user interaction behavior,it deeply analyzes the factors that affect user satisfaction and user stickiness in the knowledge based community of Banmufangtang Bookstore,Make theoretical assumptions about the dynamic changes and correlations of these factors,and establish a conceptual model of the impact of the knowledge based community of Half acrefangtang Bookstore on user satisfaction and user stickiness.Based on sample survey data,use software such as SPSS and R language to quantitatively analyze the impact and mechanism of each variable on user satisfaction and user stickiness,and obtain that user perceived value and its six dimensions positively affect user satisfaction and user stickiness,respectively,And the impact of the six dimensions of service,information,emotion,social interaction,brand,and entertainment decreases in order;Perceived difficulty negatively affects user satisfaction and user stickiness;Simultaneously propose the conclusion that interactive behavior and user satisfaction positively affect user stickiness.Based on descriptive statistical analysis,reliability and validity analysis,factor analysis,regression analysis,and other empirical methods,this paper proposes strategies to improve user stickiness by increasing the perceived value,reducing perceived difficulty,and increasing interactive behavior of users in the knowledge based community of Banmufangtang Bookstore,providing reference for the transformation of physical bookstores and the construction and operation of knowledge based communities.