本文選題：網(wǎng)絡(luò)社區(qū) + 用戶粘性　； 參考：《杭州電子科技大學(xué)》2017年碩士論文

【摘要】：電子商務(wù)的發(fā)展已經(jīng)不單純只是賣貨,擁有長遠(yuǎn)目光的企業(yè)早已把用戶留存率、回購率等當(dāng)作長期發(fā)展的一項不可忽略的戰(zhàn)備策略。我們可以發(fā)現(xiàn)僅僅是作為互聯(lián)網(wǎng)金融支付手段的支付寶都在不斷的探索他的社交化社區(qū)化策略,不可否認(rèn)現(xiàn)在的B2C電子商務(wù)平臺正在以全新的視角和態(tài)度追尋一個長久的客戶留存以及用戶粘性。2016年初美麗說和蘑菇街作為早期以社區(qū)導(dǎo)購發(fā)展起來的企業(yè)在淘寶等B2C電子商務(wù)平臺政策轉(zhuǎn)型的情況下不得已抱團(tuán)取暖選擇合并,可以看出B2C電子商務(wù)平臺已經(jīng)開始認(rèn)識到社區(qū)發(fā)展的重要性并在積極探索。那么對于網(wǎng)絡(luò)社區(qū)的哪些方面的發(fā)展可以更有效促進(jìn)用戶的留存與轉(zhuǎn)化、促進(jìn)用戶的持續(xù)使用和粘性則是本文探索的主要方向。通過梳理文獻(xiàn)發(fā)現(xiàn),當(dāng)前對于用戶粘性的研究主要集中在線下商城的研究,以及更偏向用戶體驗用戶感知的角度,同時對于網(wǎng)絡(luò)社區(qū)的研究也多集中在社區(qū)內(nèi)部因素之間的關(guān)系研究,對于網(wǎng)絡(luò)社區(qū)及所依賴的B2C平臺的用戶粘性的結(jié)合研究較少。因此本文將以往學(xué)者的研究相結(jié)合提取了本文的社區(qū)因素變量包括平臺社區(qū)知識共享程度、平臺社區(qū)活躍程度、平臺社區(qū)娛樂性和平臺商品性價比水平及社區(qū)用戶因素變量包括社區(qū)成員自我實現(xiàn)需要、社區(qū)成員群體歸屬需要和社區(qū)成員期望確認(rèn)度,并從以往學(xué)者的研究過程中萃取了用戶滿意、信任及持續(xù)使用意圖三個中介變量,進(jìn)而構(gòu)建了本文的基于網(wǎng)絡(luò)社區(qū)角度的B2C電子商務(wù)平臺用戶粘性初始影響模型。本文通過文獻(xiàn)梳理研究方法建立初步研究模型并作出假設(shè)和測量,然后通過問卷調(diào)研實證研究的方法收集數(shù)據(jù),接著使用SPSS軟件進(jìn)行了信效度檢驗、差異性分析、相關(guān)分析和回歸分析,通過這一系列數(shù)據(jù)分析對假設(shè)進(jìn)行檢驗。通過實證研究,本文主要結(jié)論如下:第一,平臺社區(qū)因素與社區(qū)用戶因素對用戶粘性存在促進(jìn)作用。第二,平臺社區(qū)因素和社區(qū)用戶因素對用戶信任、滿意及持續(xù)使用意圖存在積極影響。第三,用戶信任、滿意及持續(xù)使用意圖對用戶粘性存在積極影響。第四,用戶信任、滿意及持續(xù)使用意圖對平臺社區(qū)因素及平臺社區(qū)用戶因素對用戶粘性的影響過程中的中介作用。根據(jù)假設(shè)檢驗,針對對用戶粘性本文從社區(qū)角度為企業(yè)和用戶分別提出如下營銷建議:第一,B2C購物平臺商家應(yīng)明確網(wǎng)絡(luò)社區(qū)存在的意義,積極建設(shè)購物平臺上的網(wǎng)絡(luò)社區(qū),以增強(qiáng)用戶粘性。第二,B2C平臺企業(yè)應(yīng)加強(qiáng)社區(qū)知識共享渠道和活動建設(shè),以促進(jìn)用戶粘性。第三,B2C平臺企業(yè)應(yīng)加強(qiáng)社區(qū)娛樂性建設(shè),以促進(jìn)用戶對平臺的滿意信任及持續(xù)使用意圖。第四,B2C平臺企業(yè)應(yīng)努力為不同用戶營造歸屬感并滿足其需要,以提高用戶留存率。第五,消費(fèi)者應(yīng)合理使用網(wǎng)絡(luò)社區(qū),提高自己的用戶體驗。
[Abstract]:The development of electronic commerce is not only selling goods, but also the enterprises with long-term vision have taken the retention rate of users and the rate of repurchase as a strategic strategy that can not be ignored in the long-term development. We can find that Alipay, just as a means of financial payment on the Internet, is constantly exploring its social and community-oriented strategy. There is no denying that the current B2C e-commerce platform is pursuing a long-term customer retention and user stickiness with a new perspective and attitude. In early 2016, Beauty and Mogujie as the early development of community-led enterprises in the Amoy Bao and other B2C e-commerce platform policy transformation under the circumstances of forced group heating choice merger, We can see that B2C e-commerce platform has begun to realize the importance of community development and actively explore. Then what aspects of the development of the network community can promote the retention and transformation of users more effectively, and promote the sustainable use and stickiness of users is the main direction of this paper. Through combing the literature, it is found that the current research on user stickiness is mainly focused on the research of online and offline shopping malls, as well as on the perspective of user experience user perception. At the same time, the research on the network community is also focused on the relationship between the internal factors of the community, and there is little research on the combination of the user stickiness between the network community and the B2C platform. Therefore, this paper combines the previous studies and extracts the variables of community factors, including the degree of knowledge sharing in the platform community, the level of platform community activity. The level of platform community entertainment and platform commodity value ratio and the variables of community user factors include community members' self-actualization needs, community members' group ownership needs and community members' expectation recognition degree. From the research process of previous scholars, the user satisfaction, trust and continuous use intention are extracted, and then the initial impact model of user stickiness of B2C e-commerce platform based on network community is constructed in this paper. This paper establishes a preliminary research model, makes assumptions and measurements through literature combing, then collects data by questionnaire empirical research, then uses SPSS software to test the reliability and validity, and analyzes the differences. Correlation analysis and regression analysis, through this series of data analysis to test the hypothesis. Through empirical research, the main conclusions are as follows: first, the platform community factor and community user factor promote the user stickiness. Second, the platform community factor and community user factor have positive influence on user trust, satisfaction and continuous use intention. Third, user trust, satisfaction and continuous use intention have a positive impact on user stickiness. Fourth, the intermediary effect of user trust, satisfaction and continuous use intention on the platform community factors and the platform community user factors on the user stickiness. According to the hypothesis test, this paper puts forward the following marketing suggestions for enterprises and users from the community point of view: first, the merchants of B2C shopping platform should make clear the significance of the existence of the online community, and actively build the online community on the shopping platform. To enhance user stickiness. Second, B2C platform enterprises should strengthen community knowledge sharing channels and activities to promote user stickiness. The third B2C platform enterprise should strengthen the community entertainment construction in order to promote the users' satisfaction and trust and the intention of continuous use. The fourth B2C platform enterprises should strive to create a sense of belonging for different users and meet their needs in order to improve the retention rate of users. Fifth, consumers should use the network community reasonably and improve their own user experience.
【學(xué)位授予單位】：杭州電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F274

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本文編號：1995391