Research On The Influence Of Social Network Platform User Engagement On Members' Repurchase Intention

Because of its interactive and participatory characteristics,social network platform is influencing people's life,thinking and behavior,and becoming an important channel for Internet users to reduce interaction cost and time cost.As a result,the social network industry is becoming mature and saturated,and the number of platforms is increasing rapidly and the competition is fierce.The core value of social network platform is the mutually beneficial relationship between users and the platform.To fully tap the user value and provide in-depth relational service is the key for the platform to retain loyal users and achieve long-term development.User engagement is the promotion and extension of relationship marketing paradigm based on the theoretical background of prosperous behavior of social network platform development and service-oriented logic.The connotation of active participation and enthusiastic interaction has become the formation motivation of user value co-creation and behavior intention,and has gradually replaced customer satisfaction as an important influencing factor of repurchase.High engaging users have stronger motivation to create co-value together with the platform,so it is easier to obtain utilitarian value,hedonic value and personal achievement value from the member services they provide.Based on the S-O-R model,this study takes user engagement as a stimulus source and value co-creation as a bridge to open the "black box" of user engagement repurchase intention path.Through questionnaire design,distribution and recovery,283 valid questionnaires were analyzed by regression analysis,structural equation model verification and other empirical analysis.Finally,the conclusion is drawn:(1)social network platform user engagement has a positive impact on value co-creation and members' repurchase intention,and the impact of platform interaction is slightly higher than that of conscious participation and enthusiasm;(2)value co-creation has a positive impact on members' repurchase intention,and the hedonic value is slightly higher than the utilitarian value and personal achievement value;(3)Value co-creation plays an intermediary role in the process of the influence of user engagement on members' repurchase intention,and the intermediary effect of value co-creation on the influence path of platform interaction on members' repurchase intention of social network platform is higher than that of conscious participation and enthusiasm on members' repurchase intention.The innovation of this study explores the intermediary effect of value co-creation,enriches the research on the mechanism of the impact of user engagement on the repurchase intention of members of social network platform,and explains why users of social network platform are willing to repeatedly purchase such non-empirical products as member services.The purpose of the research is to improve the value co-creation of social network platform managers or maintainers,deepen the user needs from three aspects of participation,enthusiasm and interaction so as to enhance the service upgrading of social network platform,promote the realization of platform users' utilitarian value,hedonic value and personal achievement value through personalized and differentiated membership marketing strategy,and upgrade short-term user satisfaction to long-term user satisfaction To keep loyal users and keep the platform competitive and profitable,and provide direction for the long-term development of social network platform.