Abstract
With the development of the Internet economy, online shopping has become the main way for consumers to obtain goods, especially for organic infant milk. Do millennials who grew up in the era of Internet prefer online purchasing channel? Or are they stickier to online channel than offline channel? To solve these issues, we conduct the regression analysis of a latent class and the model of Quadratic Engel Almost Ideal Demand System aimed at the user stickiness in China. Moreover, we further analyze the environmental social governance effect of multi-channel stickiness, which is able to further explore the impact of environmental social governance investment strategy on consumers’ purchasing behavior. Through these analyses, we confirm the online channel stickiness and platform stickiness of Taobao. Results also indicate that (i) The primary factor influencing the inertia of consumption and trade volume is the channel and platform stickiness, the latter positively affects the former. (ii) The ESG rating index plays a positively moderating role in the consumers’ user stickiness. (iii) Environment and Social Score have a significant positive impact on online platform stickiness.
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