A Research On The Impact Of Internet Interaction On User Stickiness Under The Environment Of Social Commerce

Social commerce is a new type of e-commerce which uses Web2.0 as the representative of social media technology to the e-commerce platform and forms community interaction through the user-generated content to promote the online shopping.Internet interaction is the core characteristic of social commerce which is different from traditional e-commerce.Through the Internet interaction,social commerce enterprises can understand the needs of users,and then cultivate the user stickiness so that they can save costs and profitability.Social commerce is the extension of e-commerce which has the characteristics of "The success of online transactions is only between the mouse clicks".How to maintain a high viscosity of the user is the focus of industry and academia.The good experience has always been regarded as a key factor to enhance user stickiness and create competitive advantage.Many scholars have found that the experiential value generated by Internet interaction has a significant impact on user satisfaction,user loyalty and user behavior intention.But the impact path is different in the different areas.At present,the domestic research about the impact of Internet interaction on user stickiness is relatively few.And at the same time,the research based on the perspective of experiential value is lacking.Therefore,this paper analyzes the impact of Internet interaction on user stickiness under the environment of social commerce which based on the perspective of experiential value,so as to enrich the existing theories and provide practical guidance for the social commerce enterprises.This paper firstly collects and summarizes the relevant literature and introduces the concept and relationship of Internet interaction,experiential value and user stickiness.On the basis of previous studies results,this paper puts forward the research factors of Internet interaction:perceived ease of use,perceived usefulness,information exchange and social interaction.Secondly,this paper adopts the dimensions of experiential value which measured by hierarchical experiential value structure dimension model:functional experiential value,emotional experiential value and social experiential value.Meanwhile,this paper builds a model of Internet interaction affecting user stickiness based on experiential value under the environment of social commerce,and then puts forward theoretical hypothesis and designs the measurement scale of each variable.Also,this paper filters the scale item through the reliability and validity analysis and makes up the final questionnaire.Finally,based on the valid questionnaires,this paper analyzes the assumptions through the structural equation model.In the end,this paper draws several important conclusions.Under the environment of social commerce:(1)The perceived usefulness,information exchange and social interaction of Internet interaction have a prominent positive effect on the user stickiness,and the information exchange owns the greatest impact,then followed by the social interaction and perceived usefulness.However,the impact of the perceived ease of use on user stickiness is not significant.(2)The functional experiential value,emotional experiential value and social experiential value of experiential value have a significant positive impact on the user stickiness,and the emotional experiential value owns the greatest impact,then followed by the social experiential value and functional experiential value.(3)Experiential value plays a mediating role in the relationship between Internet interaction and user stickiness.