Research On The Influencing Factors Of User Experience On User Viscosity Of Shared Economy Platform

As an important part of the sharing economy,shared bicycles have become a new way for people to travel daily with their flexible and low-carbon environmental advantages.As a development industry with a “user experience” first,the choice and trust of shared bicycle users is an important basis for the sustainable development of the shared bicycle industry.Therefore,strengthening the compliance construction of shared bicycle platforms,improving the service level of the industry,improving the user experience and enhancing the user's stickiness are important links for the faster and better development of the shared bicycle industry.This paper takes the users of shared bicycle platform as the research object,and explores the factors affecting the user's stickiness from the perspective of user experience.Based on the research on shared bicycle user experience at home and abroad,combined with the characteristics of shared bicycle industry and the theory of expectation confirmation,the research model is constructed and the corresponding hypotheses are put forward.The paper collect research data by questionnaire and use SmartPLS3.0 to establish structural equations for empirical test.The empirical results show that the dimensions of user experience have different degrees of impact on user stickiness.Among them,the APP experience has the most significant impact on user stickiness through mediation variables;the second is the riding experience and the platform service experience.At the same time,APP experience,riding experience,platform services,positively affect user satisfaction;APP experience,usage habits,riding experience and convenience are positively affecting expectation confirmation.Based on the comprehensive empirical results,this paper discusses each hypothesis and proposes management recommendations for shared bicycle operators.In theory,based on the theory of user experience and combined with the characteristics of shared bicycle,this study divides shared bicycle user experience into five aspects: APP experience,riding experience,platform service,user habits and convenience.The empirical test verifies the relationship between user experience dimensions and user stickiness.It extends the application of expected Confirmation Theory in the field of shared bicycle.Expectation confirmation and user satisfaction are regarded as important intermediaries between user experience and user stickiness,and their path relationships are tested by empirical test.It expands the research on the mechanism of user experience's influence on expectation recognition,user satisfaction and user stickiness under the background of shared bicycle.Finally,subjective norms are taken as external factors into the model,which further enriches the scope of exploring the factors affecting the stickiness of shared bicycle users.In practical sense,this study provides theoretical guidance for the development direction of operation and management of shared bicycle platform.The results show that the most important factors affecting users' satisfaction and Expectation Confirmation are APP experience and cycling experience,which requires shared bicycle platform to pay more attention to the function and appearance design of user's APP interface and the optimization of bicycle performance.On the one hand,shared bicycle platform should realize that user interface with beautiful interface and clear and smooth operation steps is the basis of satisfying users' needs;on the other hand,vehicle safety,dynamic performance and vehicle appearance design are important components of user experience,and are important factors affecting whether users use shared bicycle or not.