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社区团购用户粘性的影响因素研究：基于承诺信任理论
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Abstract:
如今各大社区团购平台竞争态势如火如荼，但是平台的用户粘性却不高。本文基于承诺信任理论，构建了假设模型并进行实证分析，研究影响社区团购用户粘性的因素及变量间的作用机制。研究结果表明：感知价格优势、感知娱乐和感知服务质量显著影响消费者满意度；熟悉性、感知服务质量和主观规范显著影响用户信任；满意度影响信任和关系承诺，满意度和关系承诺又进一步影响社区团购用户的粘性。
Nowadays, the competition situation of each community group-buying platform is in full swing, but the users’ stickiness is not high. Based on the commitment-trust theory, this paper constructs a hypothetical model and conducts empirical analysis to study the factors that affect the stickiness of community group-buying users and the action mechanism among variables. The research results show that: perception of price advantage, entertainment, and service quality significantly affect consumers’ satisfaction; familiarity, perception of service quality, and subjective norms significantly affect users’ trust; satisfaction affects trust and relationship commitment, and satisfaction and relationship commitment further affect the stickiness of community group-buying users.
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