Research on User Stickiness of Logistics Platform and its Influencing factors

Abstract

Nowadays, our society has undergone a change in the viewpoint of production and manufacturing, and will pay more attention to the needs of the majority of users, and gradually began to make demand-oriented research topics for the development of the times. Logistics platform is also under such a trend, pay more attention to user needs and experience. As the business focus of logistics platforms, how to cultivate user stickiness and continuously cultivate new users and retain old users under the competitive market situation has become a major problem for enterprises. Around these issues, this paper conducts a systematic and in-depth study. Based on the S-O-R theory, this paper uses the stimulus-organism-response model to answer the question of how to continuously improve the participation and willingness of platform users by finding factors that affect the stickiness of logistics platform users. Systematic analysis and process research of logistics platform-related literature guided by the research question identifies four factors that influence logistics platform user stickiness, namely platform gu-enterprise interaction, platform atmosphere cues, user fit and consumer trust, and includes platform network effect as a moderating variable in the research framework. Through the empirical study, the following conclusions were drawn: platform gu-enterprise interaction has a significant effect on user fit, platform atmosphere cues have a significant effect on consumer trust, and user fit and consumer trust have a significant effect on user stickiness. User fit mediates the influence of information request, switching cost, and personnel communication on platform user stickiness, and consumer trust mediates the influence of platform reputation, personalized recommendation, and service remediation on platform user stickiness. Finally, certain management suggestions and research limitation outlooks are given to managers of logistics platforms.