摘要
随着移动互联网的快速发展，社交功能已成为电商APP提升用户粘性的重要策略。本研究聚焦于移动电商APP社交功能对用户粘性的影响机制，旨在揭示社交互动如何通过心理和行为路径增强用户持续使用意愿。研究采用混合研究方法，首先通过深度访谈获取用户对社交功能的感知数据，随后运用结构方程模型对收集的1,286份有效问卷进行实证分析。研究发现，社交功能主要通过社会临场感、情感联结和群体认同三个维度影响用户粘性，其中情感联结的中介效应最为显著。创新性地提出了"社交-情感-行为"的理论框架，揭示了用户在虚拟购物环境中的心理需求满足机制。研究结果表明，即时通讯、社区互动和内容分享等核心社交功能能够显著提升用户活跃度和留存率，但过度社交化可能产生信息过载的负面效应。本研究的理论贡献在于构建了移动电商环境下社交功能与用户粘性的整合模型，实践意义在于为电商平台优化社交功能设计提供了实证依据和策略建议。研究结论对理解数字经济时代消费者行为特征具有重要启示，为移动电商平台的可持续发展提供了新的思路。
关键词：移动电商APP；用户粘性；社交功能
Abstract
With the rapid development of mobile internet, social features have become a crucial strategy for e-commerce apps to enhance user stickiness. This study focuses on the impact mechanism of social features in mobile e-commerce apps on user stickiness, aiming to reveal how social interactions enhance users' continuous usage intention through psychological and behavioral pathways. The research adopts a mixed-methods approach, initially obtaining users' perception data of social features through in-depth interviews, followed by empirical analysis of 1,286 valid questionnaires using structural equation modeling. The findings indicate that social features primarily influence user stickiness through three dimensions: social presence, emotional connection, and group identification, with emotional connection demonstrating the most significant mediating effect. The study innovatively proposes a "social-emotional-behavioral" theoretical fr amework, revealing the psychological need satisfaction mechanism of users in virtual shopping environments. The results show that core social features such as instant messaging, community interaction, and content sharing can significantly improve user activity and retention rates, although excessive socialization may lead to negative effects of information overload. The theoretical contribution of this research lies in constructing an integrated model of social features and user stickiness in the mobile e-commerce context, while its practical significance provides empirical evidence and strategic recommendations for optimizing social feature design in e-commerce platforms. The conclusions offer important insights into understanding consumer behavior characteristics in the digital economy era and provide new perspectives for the sustainable development of mobile e-commerce platforms.
Keywords： Mobile E-Commerce App; User Stickiness; Social Features
目 录
摘要 I
Abstract II
一、绪论 1
（一）移动电商APP社交功能的研究背景与意义 1
（二）用户粘性提升机制的研究现状 1
（三）研究方法与创新点 2
二、移动电商APP社交功能的理论基础 3
（一）社交功能对用户行为的影响机制 3
（二）用户粘性的构成要素与测量维度 3
（三）社交功能与用户粘性的理论关联 4
三、移动电商APP社交功能的实证分析 5
（一）研究设计与数据收集方法 5
（二）社交功能对用户粘性的影响路径分析 5
（三）不同类型社交功能的差异化效果比较 6
四、移动电商APP用户粘性提升策略 7
（一）基于社交互动的用户参与度提升策略 7
（二）社群运营对用户忠诚度的促进作用 7
（三）个性化推荐与社交分享的协同效应 8
结 论 10
随着移动互联网的快速发展，社交功能已成为电商APP提升用户粘性的重要策略。本研究聚焦于移动电商APP社交功能对用户粘性的影响机制，旨在揭示社交互动如何通过心理和行为路径增强用户持续使用意愿。研究采用混合研究方法，首先通过深度访谈获取用户对社交功能的感知数据，随后运用结构方程模型对收集的1,286份有效问卷进行实证分析。研究发现，社交功能主要通过社会临场感、情感联结和群体认同三个维度影响用户粘性，其中情感联结的中介效应最为显著。创新性地提出了"社交-情感-行为"的理论框架，揭示了用户在虚拟购物环境中的心理需求满足机制。研究结果表明，即时通讯、社区互动和内容分享等核心社交功能能够显著提升用户活跃度和留存率，但过度社交化可能产生信息过载的负面效应。本研究的理论贡献在于构建了移动电商环境下社交功能与用户粘性的整合模型，实践意义在于为电商平台优化社交功能设计提供了实证依据和策略建议。研究结论对理解数字经济时代消费者行为特征具有重要启示，为移动电商平台的可持续发展提供了新的思路。
关键词：移动电商APP；用户粘性；社交功能
Abstract
With the rapid development of mobile internet, social features have become a crucial strategy for e-commerce apps to enhance user stickiness. This study focuses on the impact mechanism of social features in mobile e-commerce apps on user stickiness, aiming to reveal how social interactions enhance users' continuous usage intention through psychological and behavioral pathways. The research adopts a mixed-methods approach, initially obtaining users' perception data of social features through in-depth interviews, followed by empirical analysis of 1,286 valid questionnaires using structural equation modeling. The findings indicate that social features primarily influence user stickiness through three dimensions: social presence, emotional connection, and group identification, with emotional connection demonstrating the most significant mediating effect. The study innovatively proposes a "social-emotional-behavioral" theoretical fr amework, revealing the psychological need satisfaction mechanism of users in virtual shopping environments. The results show that core social features such as instant messaging, community interaction, and content sharing can significantly improve user activity and retention rates, although excessive socialization may lead to negative effects of information overload. The theoretical contribution of this research lies in constructing an integrated model of social features and user stickiness in the mobile e-commerce context, while its practical significance provides empirical evidence and strategic recommendations for optimizing social feature design in e-commerce platforms. The conclusions offer important insights into understanding consumer behavior characteristics in the digital economy era and provide new perspectives for the sustainable development of mobile e-commerce platforms.
Keywords： Mobile E-Commerce App; User Stickiness; Social Features
目 录
摘要 I
Abstract II
一、绪论 1
（一）移动电商APP社交功能的研究背景与意义 1
（二）用户粘性提升机制的研究现状 1
（三）研究方法与创新点 2
二、移动电商APP社交功能的理论基础 3
（一）社交功能对用户行为的影响机制 3
（二）用户粘性的构成要素与测量维度 3
（三）社交功能与用户粘性的理论关联 4
三、移动电商APP社交功能的实证分析 5
（一）研究设计与数据收集方法 5
（二）社交功能对用户粘性的影响路径分析 5
（三）不同类型社交功能的差异化效果比较 6
四、移动电商APP用户粘性提升策略 7
（一）基于社交互动的用户参与度提升策略 7
（二）社群运营对用户忠诚度的促进作用 7
（三）个性化推荐与社交分享的协同效应 8
结 论 10
参考文献 11
