Study On The Use And Satisfaction Of Mother And Baby Application Platform

The mother and baby industry with a market size of nearly RMB 100 billion is a focus of marketing.Important digital marketing carriers represented by mother and baby communities and e-businesses are of important research value.This article defines all these digital marketing carriers as mother and baby application platforms uniformly based on research findings on information platforms,and attempts to divide their development process into the embryonic,startup,growth and integration stages.On this basis,a research model and hypothesis with continuance intention being a dependent variable,and information quality,perceived usefulness,self-expression,interactive behavior,social presence,social influence and emotional cognition as independent variables has been constructed based on the theory of use and gratification,taking the mother user group of representative mother and baby application platforms,such as www.mama.cn,www.babytree.com and www.lamabang.com,as the subject.It is found through research that the research hypothesis that continuance intention is correlated with information quality,perceived usefulness and social presence is tenable.Accordingly,mother and baby application platforms are advised to pay attention to information quality,improve usefulness,and enhance social presence with rich offline experiences in planning.In addition,based on the research data,mother and baby application platforms are advised to call pregnant mother users,and strengthen measures to postpone the withdrawal of mother users from mother and baby application platforms.Moreover,this article explores development possibilities of experience construction and value co-creation for new mother users of mother and baby application platforms based on Information Platform Theory.