农产品电商平台用户互动对用户黏性的影响分析——以盒马为例

Analysis of the Impact of User Interaction on User Stickiness in Agricultural E-commerce Platforms——Take Hema as an Example

农产品电商平台若想在激烈的市场环境中增强竞争力,培养并提升用户黏性至关重要。从用户互动角度出发,基于TAM模型并引入情感依恋理论分析对盒马平台用户黏性的影响。研究发现:感知有用性和感知易用性正向影响用户黏性,感知有用性在感知易用性对用户黏性的影响中起部分中介作用;感知创新性和社交性正向影响情感依恋,情感依恋显著正向影响用户黏性,其中情感依恋在感知创新性对用户黏性、社交性对用户黏性的影响中起部分中介作用,以此提出农产品电商平台管理者应丰富互动版块的功能、优化互动版块的内容、加大互动版块的创新力度和加强互动版块的社交性建设四点建议。

If agricultural e-commerce platforms want to enhance their competitiveness in the fierce market environment,it is crucial to cultivate and improve user stickiness.From the perspective of user interaction,we analyze the impact on user stickiness of the Hema platform based on the TAM model and introduce emotional attachment theory.The study found that:Perceived usefulness and perceived ease of use positively affect user stickiness,and perceived usefulness plays a part in mediating the effect of perceived ease of use on user stickiness;perceived innovativeness and sociality positively affect emotional attachment,and emotional attachment significantly affects user stickiness,among which emotional attachment plays a part in mediating the effect of perceived innovativeness on user stickiness and sociality on user stickiness.The managers of agricultural e-commerce platform should enrich the function of interactive section,optimize the content of interactive section,increase the innovation of interactive section and strengthen the social construction of interactive section.