The Influence Of Interaction Among The Agricultural E-commerce Platform On The User Stickiness

With the development of the internet technology and the perfection of the auxiliary facility.The electronic commerce of agricultural products in our country has been getting very well,purchase agricultural products through the internet has been very common.But it is affected by the special product attributes of agricultural products and the traditional buying habits.China's agricultural products business is generally in a state of loss,the stickiness of users on agricultural e-commerce site was only 30%.How to enhance the attractiveness of the site,retain the customers successfully become the key to the development of agricultural products business enterprise.At the same time,by combing the existing literature,most of the existing literature are concentrated on the content of the site,entertainment,sense of belonging,satisfaction and trust,commitment and several variables.But,as an important factor,there are less literature about the interaction.Therefore,the conceptual model in this paper is built with interactive as the independent variable,social presence as mediator variable,and user stickiness as the dependent variable.The purpose of the research is to explore the impact of the interaction of agricultural products business platform on user stickiness behavior,in order to provide advisable management suggestions for the development of agricultural products in our country.Based on consumers of who had experience on the agricultural e-commerce website.Through the field survey and the network questionnaire survey platform,this study collects the date of 223 samples and uses SPSS 19.0 software to do empirical test.The experimental results show that:Firstly,online interaction(interaction between consumers and sellers,consumer's interaction)can directly affect user's stickiness behaviors,but also social presence can indirectly influence on it;although consumers interact with web site has significant positive effect on users' stickiness behaviors,it has not significant effect on social presence.Secondly,social presence has significant positive effect on users' stickiness behaviors.These conclusions,on the one hand,further enrich the research of agricultural products.Most of the existing researches are from the perspective of consumer buying motivation,intention and trust.This article based on the experience of consumer purchase process,reveal the impact of interaction on the user stickiness behavior and the mediating role of social presence in this process.On the other hand,the results of this article also provide valuable advice for the management of agricultural products.The operator is necessary to fully recognize and understand the interaction and social presence important influence in the process;efforts to build a platform conducive to communication and interaction among the relevant subjects.To promote consumers become from the general customers to loyal customers.However,this paper also has certain limitations.First,the survey sample size is not enough,all the platform type is unitary,other platform are not considered in the study;Secondly,in this paper,age,gender,income and education level are included as the control variable.Ignore the control effects of other variables like the purchase frequency.In fact,in the study of the purchase behavior of the network,the purchase frequency can affect the consumers' preference.These limitations have pointed out the direction for future research.