基于體驗視角的社區(qū)化電商用戶忠誠度作用機理及提升機制研究

摘" 要：以社區(qū)化電子商務(wù)為背景，結(jié)合其“網(wǎng)絡(luò)社區(qū)+購物平臺”的特性，基于社區(qū)體驗和購物體驗兩個維度構(gòu)建社區(qū)化電商用戶忠誠度影響因素模型并提出相關(guān)研究假設(shè)，采用因子分析和結(jié)構(gòu)方程模型揭示其用戶忠誠度的影響因素和作用機制，在此基礎(chǔ)上進行忠誠度提升機制研究。研究表明社區(qū)化電子商務(wù)背景下，用戶滿意度、信任度正向影響用戶忠誠度，并在社區(qū)體驗、購物體驗對用戶忠誠的影響中發(fā)揮中介作用；社區(qū)體驗和購物體驗共同作用于用戶滿意度和信任度的提升，是忠誠度的主要影響因素并影響忠誠度的積累。研究結(jié)論對社區(qū)化電商平臺有針對性地實施客戶關(guān)系管理具有較好的指導(dǎo)意義。

" 關(guān)鍵詞：社區(qū)化電子商務(wù)平臺；用戶忠誠度；用戶體驗；電商購物體驗；影響因素

" 中圖分類號：F713.360" " 文獻標志碼：A" " DOI：10.13714/j.cnki.1002-3100.2024.15.013

Abstract： 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.

Key words： social e-commerce platform; user loyalty; user experience; e-commerce shopping experience; influence factor

0" 引" 言

隨著社交電商的快速發(fā)展，通過社交關(guān)系的共振形成信息更廣范圍的傳播從而帶動電商購買力的社區(qū)化電子商務(wù)模式應(yīng)運而生，社區(qū)化電子商務(wù)一端是集內(nèi)容生成和人際社交等功能于一體的網(wǎng)絡(luò)社區(qū)；另一端則是銷售商品的電商購物平臺。社區(qū)化電商平臺大多以成熟的網(wǎng)絡(luò)社區(qū)為前身，依靠網(wǎng)絡(luò)社區(qū)積累的龐大用戶流量，可以將原有的社區(qū)用戶轉(zhuǎn)變?yōu)殡娚藤徺I力。但是與傳統(tǒng)電商一樣，這種模式極易被復(fù)制和模仿，并且由于當前一些社交電商平臺“虛假營銷軟文”、“刷好評”、“網(wǎng)紅帶貨泛濫”等現(xiàn)象頻頻發(fā)生，也導(dǎo)致了網(wǎng)絡(luò)顧客信任危機，因此如何提升用戶的忠誠度從而獲得更大的競爭優(yōu)勢，是其面臨的最大問題。……