“互联网+”背景下旅游电商平台用户粘性的研究-以携程为例【摘要】2015 年中国政府提出了“互联网+”政策，再加上 5G 技术在生活的推广使用和移动通信网络的快速发展，这使得旅游电子商务发展势不可当，旅游电商平台通过网站、APP 及其他途径获得了大量新增用户群体。然而，竞争对手层出不穷、平台同质化现象严重、用户转移成本低等原因造成用户对这些平台的忠诚度不高，用户留存率低，持续使用的用户少。互联网时代的发展瞬息万变，市场淘汰率居高不下，对于任何企业来说，消费者都是我们必须把握的核心。因此对于旅游电商平台来说，保持用户粘性对企业的发展是重要的一环。通过对旅游电商平台的标杆企业——携程旅游的用户粘性影响因素的调查研究，发现影响旅游电商平台用户粘性因素包括源于内部因素的感知风险、感知有用性、感知易用性、用户参与度和外部因素的信息准确性、服务质量和独特性。另外本研究对比了携程和其他平台在用户粘性上的发展现状，最后对增强用户粘性提出建议，使用户“入坑”平台，成为平台的“死忠粉”，从而实现平台与用户价值共创。【关键词】旅游电子商务平台；用户粘性；携程Research on user stickiness of tourism e-commerce platform under the background of "Internet +"- Ctrip as an example[Abstract]] In 2015, the Chinese government put forward the "Internet +" policy, coupled with the promotion of 5G technology in life and the development of mobile communication networks, which greatly promoted the development of tourism e-commerce. So the tourism e-commerce platform has gained a large number of new users through websites, app and other channels. However, the endless competitors, the serious homogeneity of platforms and the low cost of transfer have resulted in users' low loyalty, low retention rates and fewer users keep using. Everything is changing rapidly in Internet and market elimination rate remains high. For enterprises, users are the key that must be grasped. Therefore, maintaining user stickiness is an important part of development for the tourism e-commerce platform. T...
