Study On The Stickiness Effect Mechanism Of Qingdao E Supply And Marketing Users

In recent years,the promotion of "Internet + agriculture" by the government at all levels has become increasingly urgent.Under the policy guidance on deepening the comprehensive reform of supply and marketing cooperatives and the background of the Internet +,the development of online platforms for supply and marketing cooperatives has been increasingly valued by the Qingdao municipal government.Qingdao has successively carried out a series of construction work on the platform of Qingdao e supply and marketing.The technology of the platform has been progressively improved,and the service system has been increasingly improved.However,users are not very sticky to the Qingdao e supply and marketing platform.At present,research on user stickiness mainly focuses on business models and markets,etc.There are few studies from the perspective of individual users.With reference to the research gaps summarized above and the practical significance of user stickiness,it is necessary to study the factors affecting the user stickiness of Qingdao e supply and marketing.The higher the user's stickiness to the Internet platform,the more beneficial it is to promote the process of "Internet + agriculture" and improve the production and quality of life of farmers.Consequently,it is of great significance to clarify the influence mechanism of Qingdao e supply and marketing users' stickiness to the work of "Internet + Agriculture".This study takes farmers as the survey object and explores the influence mechanism of Qingdao e supply and marketing users' stickiness.With the increasing development and maturity of Internet shopping platforms and the advent of the era of experience,users are not only focusing on quality and price,but also paying more attention to user experience.By sorting and summarizing the literature,user experience will have a significant impact on user stickiness.This article divides the user experience into four dimensions: flow experience,product experience,convenience experience and service experience.It builds a model of the impact of user experience on user stickinessand explores the mediating effect of user satisfaction and user's continued willingness to use.The research results show that the four dimensions of user experience have different influences on user stickiness.User satisfaction and willingness to use continuously play different intermediary roles in the influence of flow experience,product experience,convenience experience,and service experience on user stickiness.Based on the results of the study,it is necessary to make corresponding suggestions for the Qingdao e supply and marketing,and take measures to enhance the user experience from multiple dimensions and maintain the user's willingness to use,which is of great significance to the improvement of user stickiness.The innovation of this research is mainly reflected in two aspects:(1)Taking farmer users as the object of investigation,exploring paths that affect user stickiness,which has certain reference significance for other rural e-commerce network platforms and is an extension of research on the mechanism of network platform user stickiness;(2)From the perspective of individual users,empirical research on the four dimensions of user experience makes up for the existing research gaps to a certain extent,and the research conclusions drawn are more targeted for the help of platform opinions and suggestions.