The Mechanism Study On The Attachment Between Consumers And Social Customer Relationship Management Platform

In the context of Internet development,consumers are easer and cheaper to switch between brands or e-commerce platforms than offline.How to retain consumers online is concerned very much by enterprises.The social customer relationship management(SCRM)platforms provides a basic tool for enterprises to solve this problem.Many enterprises want to use the SCRM platforms,but they don't know how to use them.The attachment theory provides a new perspective to solve this contradiction.In this paper,the author provides a attachment model influenced by affection mechanism to help use the SCRM platform efficiently based on the propagation theory and learning theory.This model includes the interactivity tactics of the SCRM platform,customers' affection response(i.e.,pleasure,awaken,flow experience),the SCRM platform types(transactional VS dialogical),the consumer types(goal-oriented VS experience-oriented)and user attachment.Interactivity tactics are stimulating variables.Pleasure,awaken,and flow experience are affective psychological response variables.The SCRM Platform types and consumer types are adjusting variables.User attachment is outcome variable.The model is tested empirically by using the ground theory,questionnaire survey and statistical analysis method.The main conclusions are as follows:First,the dimensions of interactivity tactics and scales are found.Through the ground theory and empirical research,Four dimensions of the SCRM platform's interactivity tactics are supported.They are informativeness,playfulness,interactiveness,and prominence.Second,it is found that the interactivity tactics have a direct influence on user attachment.The empirical research shows that the interactivity tactics such as informativeness,playfulness,interactiveness,and prominence have significantly positiveinfluence on user attachment.Thirdly,the interactivity tactics influence user attachment through flow experience indirectly.The empirical research shows that informativeness,playfulness,interactiveness,and prominence are significantly positive to influence user attachment through flow experience.Fourthly,the selection mechanisms of marketing and interactivity tactics of the SCRM platform are found.In the context of the transactional SCRM platform,compared to the dialogical SCRM platform,informativeness and prominence have more influence on user attachment directly and indirectly.In the context of the dialogical SCRM platform,compared to the transactional SCRM platform,playfulness and interactiveness have more more influence on user attachment directly and indirectly.In the context of the transactional SCRM platform and the dialogical SCRM platform,informativeness and prominence have more influence on goal-oriented consumers attachment to the platform directly and indirectly.And playfulness and interactiveness have more influence on experience-oriented consumers attachment directly and indirectly.That is to say,the transactional SCRM platform mainly attracts goal-oriented consumers to produce attachment to the platform by informativeness and prominence.And the dialogical SCRM platform mainly attracts experience-oriented consumers to produce attachment to the platform by playfulness and interactiveness.Fifthly,the interactivity tactics have direct influence on flow experience.Specifically,informativeness,playfulness,interactiveness,and prominence have significantly positive influence on flow experience directly.Sixthly,the interactivity tactics have indirect influence on flow experience by affective response.In particular,informativeness,playfulness,and interactiveness have significantly positive influence on pleasure.And they can partly effect flow experience by pleasure respectively.Prominence and interactiveness have significantly positive influenceon awaken.And they can partly effect flow experience by awaken respectively.Finally,based on the above conclusions,the author propose some marketing suggestions.