The Influencing Factors Of User Loyalty On E-commerce Shopping Guide Platform

In recent years,the development of the online retail market has become more and more diversified.There are a large number of advertisements and products gathered on major e-commerce platforms.Consumers can not efficiently select the products they want in the huge product pool,and it is also difficult for merchants to select high-quality products.The products are precisely oriented to consumers,so the e-commerce shopping guide industry has begun to spread,develop and become popular.To help consumers select high-quality goods more quickly,the e-commerce shopping guide platforms collect and integrate information and discounts for users,and provide users with decision-making suggestions.However,there is a phenomenon that users who are dissatisfied after purchasing a product because of product price reduction,quality problems or logistics problems become angry with the e-commerce shopping guide platform.As a result,users even quit and uninstall the e-commerce shopping guide platform completely.In fact,it should be the responsibility of the merchant who sells the product.With the increasing popularity of online retail and fierce competition in the e-commerce shopping guide industry,it is necessary for us to explore how the e-commerce shopping guide industry can take corresponding measures to effectively attract and retain users by studying the influencing factors of user loyalty on the e-commerce shopping guide platform.For e-commerce shopping guide platforms,increasing user loyalty is not only helpful for helping brands cope with the crisis in the recession period under the law of life cycle,but also for brand building.A good reputation can bring greater profits to e-commerce shopping guide platforms.This research takes the typical e-commerce shopping guide platform"Shenmezhidemai" as the research object,and comprehensively uses grounded theory,case study and in-depth interview to carry out this research.First of all,on the basis of reading a large number of relevant domestic and foreign documents,this paper sorts out the relevant research on e-commerce shopping guide platform and user loyalty,and conducts an overview of the environment,development history and status quo,classification,characteristics and profit model of e-commerce shopping guide platform.It summarizes the research on consumer base and shopping habits of e-commerce shopping guide platform.Secondly,based on grounded theory and in-depth interview method,through open coding,axial coding,selective coding and other processes,the key influencing factors of e-commerce shopping guide platform user loyalty are analyzed and the theoretical model is constructed.Through the eight categories of user-related factors,information utility,system utility,platform reputation,recommending function,interactive function,price comparison function and cross-border shopping function,the model of influencing factors of e-commerce shopping guide platform user loyalty is carefully analyzed.Finally,aiming at the above eight categories,the following suggestions are put forward for e-commerce shopping guide platforms to cultivate and increase user loyalty:optimize social interaction mechanisms and deploy social e-commerce ecology;open up the sinking market;improve technology research and development level and personalized service design;focus on the basic needs of users,and provide users with truly effective decision-making assistance;online and offline integration,cross-border overseas shopping to help e-commerce shopping guide market extension.This thesis puts forward some suggestions for the development of e-commerce shopping guide platforms.The thesis hopes to provide certain guiding significance for the development of domestic e-commerce shopping guide platforms.