交互性在提升电商网站用户忠诚中的应用策略分析

Application Strategy Analysis of Interactivity in Promoting E-commerce Website User Loyalty

目的对电商网站的交互性进行分析。方法通过文献调研划分交互行为,在竞品分析和深度访谈等定性研究的基础上,编撰调查问卷并开展大规模调查,回收定量数据,结合电商网站的特性,运用SPSS主成分分析法对交互因子进行提取研究。结论电商网站的交互因子可以概括为相关性、真实性和关系性3个方向,从信息交互和社会交互两个维度有针对性地探索各交互因子的应用策略,可以有效提升电商网站的用户忠诚。

It analyzes the interactivity of e-commerce website.Though literature research to classify interactivity behavior,based on competing goods analysis and user research,it writes questionnaire and conducts a large-scale survey.By recovering data,combined with e-commerce website features,the interactive factors are extracted by using SPSS principal component analysis.The interactive factors of e-commerce website can be concluded into correlation,authenticity and relationship.From the two dimensions of information interaction and social interaction to explore the application strategy of each interaction factor,can effectively enhance the customer loyalty of the electronic business website.