Research On The Effect Of Community Activities On Agents’ Relationship Quality

As the cost of acquiring customers from public domain traffic continues to rise for e-commerce platforms,a large number of platforms have fallen into a growth bottleneck.In the current context of slowing Internet growth,competitors are emerging,invariably increasing the pressure to compete for traffic,and traffic is too expensive has become a consensus issue among Internet people.To build a private domain operation system,to refine the operation to deal with the bottleneck of difficult customer acquisition,is the current major brands to seize business opportunities.Private domain traffic to precise users as the core,brand,special services and improve the membership system as a link to reach users and sustainable benefit-oriented,in the Internet economy down to the brand to bring new business growth point of the traffic resources.Nowadays,mobile internet products such as smart terminals are widely used,and fresh food e-commerce platforms based on WeChat applets are growing explosively.In order to obtain private traffic from WeChat to achieve survival and growth,a group of fresh food e-commerce platforms,represented by HHSH,have adopted a community distribution model to attract opinion leaders in WeChat to become complementary players.The opinion leaders build communities and develop agents on the platform,becoming the most important private traffic channel for fresh produce e-commerce platforms.In order for the agents to form a tendency of repeated transactions in the fresh food e-commerce community,the opinion leaders need to establish good trust,deliver fine-grained information,and form joint problem-solving arrangements with the community agents,so as to improve the quality of the relationship between the two sides.As the most basic means of community operation,community activities are the key for opinion leaders to improve the quality of their relationship with agents.These activities are the carrier of communication and interaction between opinion leaders and community agents,and their effective management can provide strong support for the development of the quality of their relationship.How to organize effective activities to improve the quality of relationship with community agents is of great significance to the private traffic operation of opinion leader in fresh food e-commerce platforms.This study selects four major communities of HHSH fresh food e-commerce platform as the research objects,and focuses on the following research based on the characteristics of community activities and relationship quality.First,this thesis comprehensively reviews the theoretical literature on e-commerce platform communities,activity systems,and social embeddedness to form a theoretical framework for the study.Based on this framework,this thesis collects research-related data through semi-structured interviews,field observations,and textual data collection.Based on a multi-case study approach,this paper rigorously processes and analyzes the data needed for the study to form the measurement of relationship quality dimension and community activity classification.Second,based on the performance of the four major community activities on the HHSH fresh food e-commerce platform and the relationship quality between its opinion leaders and community agents,this thesis analyzes the mechanisms by which the community activities with different characteristics contribute to each dimension of relationship quality.Among them,agent training activities based on strict characteristics promote joint problem-solving arrangement and fine-grained information transfer between opinion leaders and community agents;community mobilization activities based on timely characteristics promote joint problem-solving arrangement and trust;agent tracking activities based on centralized characteristics promote trust and fine-grained information transfer;offline diversion activities based on openness promote joint problem-solving arrangement;The openness-based offline elicitation activities promote joint problem-solving arrangements and fine-grained information transfer.Finally,this thesis systematically summarizes the research results and constructs a theoretical model for community activities to improve the quality of opinion leader-agent relationships.By extending the relationship quality to the private domain traffic management scenario of fresh good e-commerce platforms,this thesis effectively extends and complements the theories of social embeddedness and activity systems.At the same time,this thesis suggests feasible practical insights for e-commerce platforms and community entrepreneurs who need to operate private domain traffic,respectively,based on the practical needs of the research findings.Finally,this thesis reflects on the research shortcomings and further propose future research perspectives.