Study On The Influencing Factors Of Customer Stickiness Of Shopping Sites

In recent years,the application and popularization of Internet technologies has enabled the rapid development of e-commerce.In particular,the maturity of mobile Internet technologies has made online shopping activities an indispensable part of people's daily lives.In order to meet the personalized shopping needs of different consumers,there have been a large number of different shopping websites,and the competition among shopping websites has become increasingly fierce.In the process of competing with competitors,e-commerce companies have found that retaining existing customers and establishing long-term relationships with them are important factors for maintaining the competitiveness of websites.Stickiness,as a core element of the strategy for consumer retention,plays a key role in the success of a website.The important role.The popularity of experiential consumption has gradually reduced the sensitivity of users to the price,and the previous low-cost strategy has no obvious effect on the establishment of customer stickiness.In the face of pursuing individualized consumer groups,how to enhance consumers' vigour on the site,and explore the factors that affect the shopping site's customer stickiness have become strategic issues for the major shopping sites to research and urgently need to solve,and they are also the subject of this article.Therefore,this paper studies the four dimensions of online shopping experiences: product experience,website experience,service experience,promotion experience and consumer characteristics as independent variables,and customer stickiness as a dependent variable,constructs a research model,and discusses online shopping experience and consumer characteristics that are sticky to customers.Impact.On the basis of previous literature research,the research hypothesis of this paper is put forward.Through questionnaire survey and relevant empirical research methods,the following conclusions are drawn: The four dimensions of online shopping experience have a positive influence on the formation of customer stickiness.Experience has the least impact,and service experience and product experience have the greatest impact.The influence of gender,age,education,income,and online shopping age on customer stickiness has certain differences.In comparison,the higher the academic qualification,the higher the income,the older and the longer the online shopping age,the more likely the customer groups to form a website.viscosity.Finally,this article discusses the conclusions drawn from the empirical research and combines the results of the discussion with the e-commerce company's relevant marketing recommendations: shopping websites should be combined with consumer characteristics,targeted construction of a competitive online shopping experience model,in ensuring products On the basis of quality,we will focus on strengthening the construction of shopping experience services.Not only to provide customers with affordable products,but also should allow customers to feel emotionally relaxed,pleasant feelings,in order to make it more sticky to the site.