移动应用粘性的行为意向研究

Behavioral Intentions of Stickiness for Mobile Application

目的研究移动应用用户的吸引与保留机制,探索粘性因素的影响与构成关系。方法通过文献研究,归纳移动应用用户粘性形成的相关可能因素,这些因素将作用于用户对软件的态度,而态度是影响并决定用户粘性行为意向的关键变量。通过理论模型的构建,验证粘性因素与用户行为的关系。结论研究发现在用户粘性形成的过程中,对移动应用用户粘性行为意向产生直接影响的因素,包括沉浸体验、总体满意、习惯与平台服务属性。而在学术界被广泛讨论的转换成本与替代品吸引力对于用户粘性的形成总的影响并不具有显著性。另外,研究还根据这些影响因素,针对软件设计与开发提出了促进黏性形成的设计方法。

It aims to research the mobile application＇s attraction and retention methods for users, explore the influences and formation approaches of the stickiness factors. Through the study of literature, it summarizes the correlative factors of stickiness formation, which will act on the user＇s attitude towards software, and the attitude is the key variable for influencing and determining users＇ stickiness behavior. Then, a theoretical model is constructed to test the relationship between user behavior and the stickiness factors. Study finds that factors including flow experience, overall satisfaction, habits, and platform services properties have a direct impact on mobile applications in the process of formation of stickiness. The switching costs and alternatives appealing widely discussed in the academic world don＇t have significant impact on the formation of stickiness. In addition, according to the influencing factors, it puts forward the design methods of promoting the formation of viscosity.