基于体验视角的社区化电商用户忠诚度作用机理及提升机制研究  

The Factors Effect on Community Based E-commerce Users'Loyalty and It's Mechanism from the Perspective of Experience

作　　者：孙天慧[1] SUN Tianhui(Shanghai Xingjian College,Shanghai 200072,China)

机构地区：[1]上海行健职业学院,上海200072

出　　处：《物流科技》2024年第15期48-54,共7页Logistics Sci-Tech

基　　金：国家社科基金青年项目(18CGL015);上海科委软科学重点项目(18692111000);上海市科技计划项目(22692104000)。

摘　　要：以社区化电子商务为背景,结合其“网络社区+购物平台”的特性,基于社区体验和购物体验两个维度构建社区化电商用户忠诚度影响因素模型并提出相关研究假设,采用因子分析和结构方程模型揭示其用户忠诚度的影响因素和作用机制,在此基础上进行忠诚度提升机制研究。研究表明社区化电子商务背景下,用户满意度、信任度正向影响用户忠诚度,并在社区体验、购物体验对用户忠诚的影响中发挥中介作用;社区体验和购物体验共同作用于用户满意度和信任度的提升,是忠诚度的主要影响因素并影响忠诚度的积累。研究结论对社区化电商平台有针对性地实施客户关系管理具有较好的指导意义。Under the background of social e-commerce,this article investigated the impact of user experience on user loyalty,take the features of social e-commerce"Internet virtual community+on line shopping"into account.This article proposed a model of factors,which influence the user loyalty of social e-commerce,based on community experience and on line shopping experience,and put forward the hypothesis,adopt factor analysis and structural equation model to reveal the mechanism of factors influence the user loyalty.Research indicate that under the background of social e-commerce,user satisfaction and trust have a positive impact on user loyalty,and have a intermediary role on community experience and on line shopping experience interact with user loyalty.Community experience and on line shopping experience work together act on the improvement of user satisfaction and trust,it is the major user loyalty influence factors and have a impact on accumulation of user loyalty.The results have guiding significance for social e-commerce platform to implement targeted customer relationship management.

关 键 词：社区化电子商务平台 用户忠诚度 用户体验 电商购物体验 影响因素 

分 类 号：F713.360[经济管理—产业经济]