基于CAB模型的共享经济平台用户黏性研究  

User Stickiness to Sharing Economy Platform Based on CAB Model

作　　者：刘齐平[1] LIU Qi-ping(School of Information Management, CentralChina Normal University, Wuhan 430079, China)

机构地区：[1]华中师范大学信息管理学院,武汉430079

出　　处：《湖北第二师范学院学报》2019年第2期19-24,共6页Journal of Hubei University of Education

基　　金：国家自然科学基金资助项目(71271099)

摘　　要：本文研究了目前较少受到关注、但对共享经济来说意义十分重要的"用户黏性"概念,理清了共享经济用户黏性的形成机制及其与平台服务质量的关系。以共享经济平台用户黏性为切入点,引入并验证了"认知(cognitive)-情感(affect)-行为(behavior)"(CAB)模型。通过对351份用户的自填问卷报告进行数据分析并建立结构方程模型,发现用户对共享经济服务的感知质量影响其感知价值和感知风险,而后两者对用户黏性具有显著影响。This paper studies the concept of “ user stickiness”, which is less concerned about at present, but is very important for sharing economy. It clarifies the formation mechanism of user stickiness in sharing economy and its relationship with platform service quality. Taking the stickiness of users of the sharing economy platform as the entry point, this paper introduces and verifies the “cognitive-emotion-behavior”(CAB)model. Through the data analysis of 351 users’ self-filled questionnaire reports and the establishment of structural equationmodel, it is found that users’ perceived service quality of sharing economy affects their perceived value and perceived risk, and the latter two have a significant impact on user stickiness.

关 键 词：共享经济 用户黏性 CAB模型 服务质量 价值共创 

分 类 号：F716[经济管理—产业经济] TP399[自动化与计算机技术—计算机应用技术]