Study On The Influencing Factors Of Continued Use Of Behavior Based On Platform Economic

With the rapid development of the internet economy industries,the platform class shopping sites also sprung up more and more.These shopping sites is facing unprecedented challenges in the development.We can easily find,platform type shopping site varies greatly,even if the platfo rm class shopping site has a large number of user,also facing serious problems that user constantly running off.This bring a huge obstacle to the sustainable development o f website shopping enterprises.Study how to maintain user scale,reducing the loss of user is the problem which the shopping site enterprises are eager to solve,therefore,researching the factors which affect users continue to use platform class shopping site has important significance.Because the platform class shopping sites is in the platform economic environment,network externalities and other advantages and features of platform economic significant impact on the development of this kind of website.In this paper,on the basis of researching theory of reasoned action,theory of planned behavior,technology acceptance model,expectation confirmation theory,the model of information systems continue to use,the theory of network externalities,habits theory and innovation diffusion theory,this paper use the model of information systems continue to use as research framework,including various variables such as the confirmation of expectations,perceived usefulness,satisfaction,trust platform,direct network externalities,indirect network externalities,habit and behavior about users continue to use,proposed research hypothesis of this paper.Through empirical research,using research maturity scale to design questionnaire about factors of the behavioral that users continue to use.After then,amend the questionnaire according to expert opinion,and then invite users shopping sites used pre-research.The final total of 552 questionnaires were distributed and were returned a total of 514 valid questionnaires.This paper by using data analysis software Spss18.0 to do descriptive statistics analysis,reliability and validity analysis,etc.about the sample data,while combined AMOS21.0 to evaluate structural equation model,do structure equation path analysis about the sample data,finally,verify nine research hypotheses of this paper.This paper's research results shows that,information systems continued use of the model has a good applicability to the platform class shopping site;confirmation of expectations has a positive effect impact on satisfaction and perceived usefulness of customer;direct network externalities has a significant positive impact on user satisfaction;customer satisfaction have a positive a positive influence on the user's habits;satisfaction and habits have a positive significant effect on the behavior that users continue to use;perceived usefulness and platform trust to the satisfaction of users is weak;cross-network externalities has weak impact on customer's satisfaction.Finally,according to research findings,we put forward five proposals about enterprise management and operation targeted,and analyzes the shortcomings of the research,proposed a series of prospects for future research.