Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)

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Research on the Stickiness Mechanism of Users of Community E-commerce Platforms-Take Red Book as an Example

Authors
Yaxin Lu1, *
1Department of Management Science and Engineering, Shanghai Institute of Technology, Shanghai, China
*Corresponding author. Email: luyaxin913@163.com
Corresponding Author
Yaxin Lu
Available Online 20 December 2022.
DOI
10.2991/978-94-6463-030-5_64How to use a DOI?
Keywords
Community Electricity; Red; User Stickiness; SPSS
Abstract

With the development of the Internet, the model of “community and e-commerce” is more and more favored by enterprises, Xiao Hong book is a typical success story in community e-commerce, and its user stickiness mechanism research is of great reference value. In this paper, the note quality, welfare society product quality, service level and social influence of Xiaohong book are selected as the independent variables, functional satisfaction and emotional satisfaction as intermediate variables, and user stickiness as the dependent variables to build the model. Based on the empirical study of this paper based on questionnaire method, and the data analysis was carried out using SPSS23.0, the results show that product quality, service level and social influence have a significant positive effect on functional satisfaction, while note quality has no obvious positive effect on functional satisfaction. Note quality, product quality, service level, social influence have a positive impact on emotional satisfaction, according to which, the small red book to further improve user stickiness to provide feasible improvement recommendations.

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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Volume Title
Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)
Series
Atlantis Highlights in Intelligent Systems
Publication Date
20 December 2022
ISBN
978-94-6463-030-5
ISSN
2589-4919
DOI
10.2991/978-94-6463-030-5_64How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Yaxin Lu
PY  - 2022
DA  - 2022/12/20
TI  - Research on the Stickiness Mechanism of Users of Community E-commerce Platforms-Take Red Book as an Example
BT  - Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)
PB  - Atlantis Press
SP  - 633
EP  - 648
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-030-5_64
DO  - 10.2991/978-94-6463-030-5_64
ID  - Lu2022
ER  -