The Research On Customer Loyalty Of Sharing Life Service Platform From The Perspective Of Community Value Co-creation

With the accelerating pace of life in modern society,people’s immediate needs are becoming more and more active.The sharing life service platform represented by Meituan and Jingdong Home has emerged,gradually changing people’s lifestyle and consumption habits.These life service platforms are based on communities,and achieve community value creation by integrating community resources such as community merchants and idle labor force.In the process of value creation,consumers interact with community elements(such as community merchants,community delivery staffs,community consumers and so on)to promote consumers’ perceived value,trust,and the switching cost and so on.These values are factors that just affect customer loyalty.Firstly,this research explores the community value co-creation mechanism in the consumer field with the research object—the sharing life service platform.Among them,I highlight the interaction process between consumers and participating subjects,and construct a conceptual model with the consumption interaction as the independent variable,the consumer value as the intermediate variable and the customer loyalty as the dependent variable.Then,based on summarizing a large number of relevant research results,the initial questionnaire was designed.After formalization and recycling,the formal questionnaire was obtained.Afterwards,descriptive statistical analysis,reliability and validity analysis,correlation analysis and regression analysis of regulatory variables were performed by using the SPSS 23.0 software.The AMOS23.0 software is used to establish a structural equation model that is the community value-creation of the sharing life service platform affects customer loyalty.The model is evaluated and corrected by combining the fitting indicators to obtain the final model and hypothesis test results.In addition,the regression analysis is carried out on the research results,and the influence coefficient between the variables is further obtained to distinguish the influence degree of each factor on the variables.The results of this paper are as follows:Firstly,it has verified the positive correlation between the consumption interaction(the interaction between consumers and platforms,the interaction with consumers and merchants,and the interaction between consumers)and the perceived value(the functional value,the emotional value,the social value),customer trust.It also has verified the positive impact of some consumption interaction(the interation between consumers and merchants)on the conversion cost has been proved.Secondly,it has verified the positive impact of trust and partial perceived value(the functional value,the emotional value)on customer loyalty.It also has proved the social value can not affect customer loyalty significantly,and the conversion cost affects customer loyalty significantly either.Thirdly,in the process of consumers creating customer value through the interaction,the platform rules have not played a regulatory role.Based on the above research results,this paper not only reveals the community value co-creation process of the popular sharing life service platform,but also proves that consumption interaction can influence customer loyalty by creating consumer value such as perceived value and trust.Therefore,combing with the specific types of consumption interaction,methods and specific dimensions of consumer value,I can provide some targeted suggestions to improve the customer loyalty of the enterprise(the e-commerce platform)and help the enterprise achieve the good operation and orderly development.