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随着网络技术的发展和互联网的迅速普及,电子商务行业近些年得到飞速的发展和壮大。作为电子商务行业的代表行业之一,B2C电子商务近些年发展尤其迅速。然而B2C电子商务行业在发展中也存在许多问题,在网络特性中用户极易发生转换行为,如何消除用户的转换行为,使用户对网站产生黏性意图,是B2C电子商务网站急需解决的难题之一。本文基于消费者视角下对B2C电子商务网站用户黏性进行分析,为B2C电子商务网站如何培养忠诚用户提出合理建议。
With the development of network technology and the rapid popularization of the Internet, the e-commerce industry has been rapidly developed and expanded in recent years. As one of the representative industries in the e-commerce industry, B2C e-commerce has developed especially rapidly in recent years. However, there are many problems in the development of B2C e-commerce industry. It is very easy for users to convert behavior in the network characteristics. How to eliminate the conversion behavior of users and make the users have viscous intention to the website are the problems that B2C e-commerce website urgently needs to solve one. This article analyzes the stickiness of B2C e-commerce website users based on the consumers’ perspective and puts forward reasonable suggestions for how to cultivate loyalty users on B2C e-commerce website.