Research On The User Stickiness Of Catering Group-buying In The Context Of M-commerce

Along with the advancement of science and technology,the role of online shopping is more and more important.At the same time,the catering group-buying based on internet has mushroomed all over the world in just a few years.But as time goes by,from the "hundred regiments compete against each other" to the "thousand failures",the number of group-buying sites and development are both leveled off.Now we have a problem that homogeneity exists,users vacillate between several major sites,it's important to know how to attract and retain users and increase user's stickiness.Current research works on user engagement aren't relatively numerous,most part of researches are about continuing usage intention.For the group-buying websites,only actual use make site benefits,so the study of user stickiness is very necessary.Most study of user stickiness are in the view of websites,the contents are about customer segment and the models of website business,this article studies the user stickiness from the perspective of consumers.In this paper,on the premise of lots of literature reading,based on the Expectation Confirmation Model(ECM-IT),the writer added four variables: easy to use,perceived costs,habits,conversion cost and user stickiness,set up a user stickiness model which is more consistent with the characteristics of catering group-buying.This paper obtains data through questionnaire survey and uses SPSS to test the reliability and validity of the questionnaire.The result is that the questionnaire and the data obtained from the questionnaire are both scientific,which ensures the validity of the conclusion of this paper.The data were analyzed by AMOS,and the final conclusion was as follows: Expectation confirmation has a significant positive effect on perceived usefulness;Expectation confirmation has a significant positive effect on satisfaction;Perceived usefulness has a significant positive effect on satisfaction;Perceived ease of use has a significant positive effect on satisfaction;Perception cost has a significant negative influence on satisfaction;Satisfaction has a significant positive effect on continuing usage intention;Perceived usefulness has a significant positive effect on continuing usage intention;Persistent intention has a significant positive effect on user stickiness;Conversion cost has a significant positive effect on user stickiness;User habits has a significant positive effect on user stickiness.Based on this,this paper puts forward marketing suggestions for group-buying websites from five aspects: enhancing expectation confirmation,improving perceived usefulness,improving perceived ease of use,improving conversion cost and cultivating users' habits.