基于SOR模型的元宇宙会展平台用户黏性影响因素研究  

A Study on the Influencing Factors of User Stickiness on Metaverse Platform for Exhibition Based on the SOR Model

作　　者：陈华 王德文 魏仁兴 肖龙 CHEN Hua;WANG Dewen;WEI Renxing;XIAO Long(College of Media and exhibition,Fujian Business University,Fuzhou,Fujian 350012,China)

机构地区：[1]福建商学院传媒与会展学院,福建福州350012

出　　处：《福建技术师范学院学报》2024年第4期30-39,共10页JOURNAL OF FUJIAN POLYTECHNIC NORMAL UNIVERSITY

基　　金：福建省新型智库研究课题(23MZKB12)。

摘　　要：受数字中国经济建设的推动及疫情极端环境的催化,会展业实虚一体化的内核迎来颠覆性重构,大量数字技术公司渗透会展业,打造出具有高强度吸引力与持续性生命力的资源活化空间——元宇宙平台。但元宇宙平台仍存在个体用户忠诚度不高、组织连续性合作意向模糊等问题。因此,本文基于SOR模型,以网易瑶台、百度希壤、贸促云展、新浪VR等典型元宇宙平台用户为调研对象,获取620份有效问卷,采用结构方程模型研究内外部刺激因素对感知价值、感知信任及平台使用黏性的作用机理,结果显示刺激因素正向影响感知体验,从而影响平台使用黏性,由此提出相应的对策建议。On the one hand,driven by the economic construction strategy of digital China and catalyzed by the extreme environment of the epidemic,the core of the real and virtual integration of the convention and exhibition industry has ushered in a subversive reconstruction.On the other hand,a large number of digital technology companies have penetrated the convention and exhibition industry,creating the metaverse platform which is a resource activation space with high strength attraction and sustainable vitality.However,there are still some problems in the metaverse platform,such as low loyalty of individual users and ambiguity of organizational continuity and cooperation intentions.Therefore,firstly,based on the Stimulus-organism-response(SOR)model,620 valid questionnaires are obtained by taking users of typical metaverse platforms such as NetEase Yaotai,Baidu Xirang,Trade Promotion Cloud Exhibition and Sina VR as research objects.Secondly,structural equation model is adopted to study the mechanism of internal and external stimuli on perceived value,perceived trust and stickiness of platform use.Lastly,the results show that stimuli exert a positive influence on perceived experience,thereby affecting the stickiness of platform use.In the meanwhile,corresponding countermeasures and suggestions are proposed.

关 键 词：元宇宙会展 刺激-机体-反应模型 用户黏性 

分 类 号：F49[经济管理—产业经济] F713.83