微信用户粘性对感知服务与用户满意的调节作用

Moderating Effects of WeC hat User Stickiness on Perceived Service and User Satisfaction

论文设计了微信用户粘性对感知服务与用户满意调节作用的关系模型,提出了感知服务与用户满意之间以及与用户粘性之间的假设关系,运用多层次归回分析对模型进行了验证。研究发现,微信用户的感知服务对用户满意具有正向影响作用,微信用户粘性对感知服务与用户满意关系的调节呈反"Z"型关系,且内容粘性发挥主导作用。

This paper designs a relation model for the user stickiness on We Chat perceived service and user satisfaction, and proposes the hypothetical relationship of perceived service, user stickiness and user satisfaction. It uses the hierarchical regression analysis to testify the model. The results show that the We Chat user＇s perception of service has a positive impact on customer satisfaction. It forms an anti ＂Z＂ type relationship for We Chat user stickiness on the relationship between perceived service and user satisfaction, and the content stickiness plays a leading role.