A Study On Influence Mechanism Of Website Service Quality To The User Stickiness

The development,perfection and application of communication technology,information technology,network technology,electronic financial technology and management,further encourages social commerce.Social commerce,a new type of e-commerce,through the transmission way of social media and network media,as well as social interaction and user content,promotes their consumers to buy and sell goods.For consumers,website service quality in the process of consumption is one of important basises of the evaluation of social commerce rather than goods quality and price.Aiming at the change of consumer behavior and attitudes,the key problem that how to improve website service quality and strengthen user stickiness needs to be solved by social e-commerce enterprises urgently.This paper regards website service quality as the vital factor influencing virtual user stickiness,makes the foundational business core and technology resources focused on key areas to stabilize users,so as to improve the current industry homogeneity and provide a competitive advantage for enterprises to find the breakthrough.This paper drawn from related classic literatures on the academic field of e-commerce and website service quality,combined with the current situation of e-commerce to forecast the trend in the future.In addition,it summed up the concepts and dimensions for website service quality,perceived value as well as user stickiness to put forward the conceptual model of this study.At last,it referenced the past maturity scale on website service quality,designed the questionnaire to carry on investigation.According to the preliminary investigation results,it corrected and perfected formal questionnaire for data collection.Through empirical analysis,we mainly get the following conclusions:Firstly,the website service quality affects the user stickiness through an indirect way of perceived value rather than a direct impact.Secondly,the influence degree of each dimension is different.The reliability of website service quality has the strongest influence.Thirdly,although interaction has a significant effect on the practical value,but no significant influence on hedonic value.It is limited to more practical value in the process of trading.Finally,according to the research conclusion,we put forward some advices for how to use website service quality reasonably to strengthen user stickiness,and get some management enlightenments.The purpose of this paper is to provide research basis and strategic directions through the research analysis to help relevant enterprises strengthen user stickiness and attract users.