The Impact of Flow Experience and Emotional Contagion on User Stickiness in Social E-commerce Activities: A Case Study of Xiaohongshu

DOI

10.2991/978-2-38476-158-6_29How to use a DOI?

Keywords

Social e-commerce; Flow experience; Emotional contagion; User stickiness; Xiaohongshu (Little Red Book)

Abstract

Social e-commerce, as an important form of electronic commerce, has witnessed rapid development worldwide in recent years. This paper focuses on the social e-commerce platform Xiaohongshu (Little Red Book) to explore the influence of flow experience and emotional contagion on user stickiness in social e-commerce activities. Although existing research has explored user behavior in e-commerce, the combined effects of flow experience and emotional contagion on user stickiness in social e-commerce platforms have not been extensively studied. This study adopted a questionnaire survey approach with a sample of 162 young students as the primary participants to investigate and analyze their usage behavior on the Xiaohongshu platform. The research findings indicate that flow experience and emotional contagion during social e-commerce activities significantly impact user stickiness. Flow experience notably enhances user stickiness on the platform, while emotional contagion also contributes to increased user attachment to the platform to a certain extent. Therefore, social e-commerce platforms should prioritize enhancing users' flow experience to provide a smoother and more enjoyable user experience. Additionally, platform operators should actively foster a positive social atmosphere to elevate users' emotional attachment to the platform through emotional contagion. Furthermore, by incorporating personalized features, social e-commerce platforms can deliver tailored content to increase user engagement and stickiness. In conclusion, this study provides valuable theoretical and practical insights into understanding user behavior and stickiness formation mechanisms in social e-commerce. It offers effective operational strategies and improvement directions for relevant platforms. However, the study is subject to limitations in terms of the sample population. Future research can expand the sample range and consider additional factors for more comprehensive investigations.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yining Zhao
PY  - 2023
DA  - 2023/12/18
TI  - The Impact of Flow Experience and Emotional Contagion on User Stickiness in Social E-commerce Activities: A Case Study of Xiaohongshu
BT  - Proceedings of the 2023 International Conference on Applied Psychology and Modern Education (ICAPME 2023)
PB  - Atlantis Press
SP  - 212
EP  - 220
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-158-6_29
DO  - 10.2991/978-2-38476-158-6_29
ID  - Zhao2023
ER  -