平台满意度对使用新平台的意愿的影响
Peng Xiao1, Yujie Sun1, Yifei Chen2
1School of Business, Anhui University, Hefei, China.
Scientific reports
|November 20, 2024
概括
客户对在线化品平台的满意度推动了使用意愿,感知价值和主观意愿作为关键调解者. 平台成本显著影响用户采用,而不是风险.
科学领域:
- 电子商务是一个电子商务.
- 消费者行为 消费者行为
- 营销 营销 营销 营销 营销
背景情况:
- 在线购物的兴起需要了解消费者对新平台的采用,特别是在竞争激烈的化品和护肤品市场.
- 现有的研究往往忽略了平台属性,感知价值和数字商务环境中的用户意图之间的相互作用.
研究的目的:
- 调查影响使用新在线化品和护肤平台的意愿因素.
- 检查客户感知价值和个人主观意愿在平台满意度和使用意图之间的关系中扮演的调解角色.
- 为了比较平台使用成本与平台使用风险对用户采用的影响.
主要方法:
- 基于感知价值理论和理性行为理论的机制模型的开发.
- 收集和回归分析了540个样本数据点,这些数据点来自一个新的在线化品和护肤平台的用户.
主要成果:
- 平台满意度直接影响使用新平台的意愿.
- 客户感知价值和个人主观意愿显著调解平台满意度和使用意愿之间的关系.
- 平台使用成本对使用意愿的影响比平台使用风险更大.
- 客户感知到的价值表现出比个人主观意愿更强大的调解效应.
结论:
- 平台满意度是用户采用新的在线化品和护肤平台的关键驱动因素.
- 提高客户感知价值和培养主观意愿对于平台的成功至关重要.
- 将平台使用成本降至最低应优先考虑,而不是减轻新平台开发和创新的感知风险.
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