电商平台用户粘性影响机制探究
Research on user stickiness impact mechanism of
e-commerce platform
杨慕帆
Yangmufan
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分类号密级
U D C 编号
硕士学位论文
学位论文题目：电商平台用户粘性影响机制探究
姓名杨慕帆
学号2021211055
学院商学院
学位类别：学术硕士□专业硕士□同等学力
学科专业市场营销
指导教师王生辉副教授
第二导师
提交论文日期：2023年2月21日
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摘要
随着电子商务行业的迅猛发展，我国电商行业正逐渐由传统电商模式向新兴电商模
式转变，其中社交互动性是现代电商的主要特质，即在传统电商的基础上，产品可以通
过内容平台、社交媒介进行裂变式传播，实现高效低成本的引进。这种优势使得许多企
业慕名进入电商行业，且成熟老牌电商企业为了寻求二次增长会尝试业务转型。然而从
用户视角来看，网购时会存在较多APP 的选择，在用户使用新产品转换成本逐渐下降的
情况下，用户转移行为带来的粘性下降会造成电商企业的经营困境。如何在成熟的电商
行业中找到新的细分点进入、传统老牌电商在愈发激烈的业务竞争中如何转型，成为了
我国电商行业亟待解决的主要问题。
本文通过以上研究背景，以SOR 模型为依托，把电商平台特征作为自变量，根据已
有成熟文献和对现有电商平台发展趋势的分析，本研究把电商平台特征划分为电商平台
声誉、社会临场感、个性化推荐、功能便利性；关于感知价值的探讨中，把感知价值分
为感知功利价值和感知享乐价值；因变量为用户粘性；由于用户粘性是一个长期化的行
为，因而本文引入了同样具有长期含义的中介变量——关系承诺，又加入价格意识作为
模型中的调节变量。在梳理了基本文献后，本次研究采用了问卷实证研究的方式，共回
收308份，在运用SPSS 和AMOS 进行描述性分析和结构方程模型分析后，得出了以下结
论：
1.和其他特征相比，社会临场感对感知价值及用户粘性的影响作用都是最大的。
因此电商平台应该着重考虑部署直播生态，通过引入头部主播进行种草直播、提升网购
的互动性，进而促进电商平台对用户粘性。
2.对用户粘性机制的探究中，感知价值、关系承诺起到了显著的中介效应。其中感
知功利价值对用户粘性具有直接的促进作用，而感知享乐价值需要通过关系承诺才可以
作用于用户粘性。
3.价格意识在不同变量对用户粘性的调节作用中都起到了显著的调节作用。价格
意识较高时，会削弱其他因素对用户粘性的正向影响。
本文主要的贡献在于，从用户视角出发，研究了当下最影响用户粘性的电商平台特
征，为传统电商的转型和新型电商企业的入局提供了参考意义。此外，引入了关系承诺
作为中介变量，对用户粘性的影响机制进行了更为详细的探究。最后，创新性的选用了
价格意识作为调节变量，对电商平台进行用户分层和制定差异化策略具有指导作用。
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关键词：电商平台；用户粘性；感知价值；关系承诺；价格意识
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Abstract
With the rapid development of the e-commerce industry,China's e-commerce industry is
gradually changing from the traditional e-commerce model to the emerging e-commerce model,
in which social interaction is the main feature of modern e-commerce,that is,on the basis of
traditional e-commerce,products can be fission spread through content platforms and social
media to achieve efficient and low-cost introduction.This advantage has led many enterprises
to enter the e-commerce industry,and mature and established e-commerce enterprises will try
business transformation in order to seek secondary growth.However,from the perspective of
users,there will be more choices of APP when online shopping.Under the circumstance that
the conversion cost of users using new products is gradually decreasing,the stickiness caused
by user transfer behavior will cause the operating difficulties of e-commerce enterprises.How
to find new segmentation points in the mature e-commerce industry and how to transform
traditional and old e-commerce companies in the increasingly fierce business competition have
become the main problems to be solved in China's e-commerce industry.
Based on the above research background,based on the SOR model,and taking the
characteristics of e-commerce platforms as independent variables,according to the existing
mature literature and the analysis of the development trend of existing e-commerce platforms,
this study divides the characteristics of e-commerce platforms into e-commerce platform
reputation,social presence,personalized recommendation,and functional convenience;In the
discussion of perceived value,perceived value is divided into perceived utilitarian value and
perceived hedonic value;The dependent variable is user stickiness;Because user stickiness is
a long-term behavior,this paper introduces the intermediary variable with the same long-term
meaning -relationship commitment,and adds price awareness as the adjustment variable in the
model.After sorting out the basic literature,this study adopted the method of questionnaire
empirical research,with 308copies collected.After descriptive analysis and structural equation
model analysis using SPSS and AMOS,the following conclusions were reached:
1pared with other characteristics,social telepresence has the greatest impact on
perceived value and user stickiness.Therefore,the e-commerce platform should focus on the
deployment of live broadcast ecology,and improve the interactivity of online shopping by
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