Researching On The Influencing Mechanisms Of Continuous Use Intention Of Instant Delivery Platform Based On Attachment Theory

With the rapid development of on-demand services,the consumer experience has been upgraded.The market demand for instant delivery has increased and competition between various on-demand service platforms has intensified.Instant delivery scenarios are abundant and the proportion of non-takeout business increases.With the rise of the sink market,there is space for growth in the instant delivery.The growing instant delivery business allows customers to have more choices and lower conversion costs.Retaining customers and cultivating their shopping habits become the urgent issues to be solved.Drawing upon the cognition-affection-conation framework,a model of the relationship among perceived value,platform attachment and continuous use intention is constructed to solve the problem of low stickiness.This study examines how clients’ repurchase intentions are shaped in the context of on-demand services by focusing on the client-platform relationship.The research was tested by structural equation model and the data collected via a survey method.This paper aims to answer the questions:(1)The deep reason and mechanism of continuous use intention.(2)The antecedent factors for customers to develop attachment emotions.Our findings suggest that the three value constructs derived from the service consuming experience,i.e.,utilitarian value,hedonic value and interactivity value,contribute significantly to the formation of platform attachment,which in turn,leads to repurchase intention in the on-demand service context.Different values have different effects on platform attachment.The utilitarian value is the dominant component of customers’ perceived value.Timeliness as a first-order variable of utilitarian value has the most significant impact on platform attachment.Based on attachment theory,this paper explores the customer loyalty behavior of instant delivery platform.And it confirmed the dominant role of customer-platform relationship in instant delivery services and expanded attachment theory.The CAC framework was applied to an online context to illustrate the important role of platform attachment on continuous use intention.This paper contributes to existing research by illustrating the essential role of platform attachment on customer retention and repeat purchases.Finally,our research also reveals that platform attachment depends on the perceived value provided by the platform.And it refined the concept of perceived value through multi-dimensional exploration.In this regard,we provide management suggestions for instant delivery enterprises.This paper suggests that the platform should take attachment as the entry point.They can focus on the relationship between customers and the instant delivery platform.Platform enterprises can establish channels to connect with customers and maintain a long-term intimate relationship with them.On the other hand,platform enterprises should improve clients’ perceived value of the services and form an emotional bond based on the perceived value.