Consumer Stickiness Research Articles

Community Shaping and User Segmentation: A New Approach to Shaping Consumer Stickiness--Take Lululemon as an Example

In recent years, social marketing has become an indispensable part of the marketing strategies of major sports brands. This article uses literature analysis, case tracking and other research methods to analyze the social marketing of Lululemon, a well-known Canadian sports brand. The study found that Lululemon makes full use of user segmentation to locate its target audience, and then carries out community building for the target group, combining online and offline, so as to better convey the brand concept, arouse consumer resonance, and achieve the purpose of strengthening consumers' brand stickiness. Based on this analysis, this article puts forward several inspirations for the community marketing of major sports brands: carrying out user segmentation and accurately positioning brand target groups is the foundation; focusing on consumer experience feedback, creating efficient communities, and conveying the core concepts of the brand are the key is to increase consumer stickiness and improve consumer loyalty to the brand.

Pandemic‐led brand switch: Consumer stickiness for private‐label brands

Pandemic‐led brand switch: Consumer stickiness for private‐label brands

The Impact of Unmanned Store Characteristics on Stickiness Intention through Consumer Value

Despite the growth of unmanned stores alongside innovative technological advancements, research on consumer value and purchase intentions regarding unmanned stores remains relatively scarce. Therefore, this study aimed to investigate the impact of unmanned store characteristics on stickiness intentions based on consumer value. An online survey was conducted from October 10th to October 17th, 2023, targeting 350 individuals who had made purchases at unmanned stores, and a total of 319 responses were used for analysis. The research findings indicate that the characteristics of unmanned stores responsiveness, tangibility, and reliability positively influence consumers' experiential value, subsequently increasing stickiness intentions. Moreover, Tangibility positively affected economic value, while reliability had a positive impact on psychological value. Consumer value was found to significantly impact stickiness intentions. Confirming the influence of each unmanned store characteristic through various consumer values on stickiness intentions, this study suggests that strategic planning to enhance consumer stickiness intentions is feasible. It also underscores the necessity of store operational strategies that consider the significance of consumer value.

Undertake Corporate Social Responsibility, Achieve Long-term Development

With the development of society and the transformation and upgrading of the economy, consumers' awareness of corporate responsibility is becoming more and more important. This is also reflected in the increased attention of ERKE and Pang Donglai and other enterprises before, which is also the theme of this article: How can companies leverage the public attention brought by CRS to achieve the long-term development? There are usually three means: Fully adopt channels such as social media, news platforms, and e-commerce services to further expand its popularity; clarify the positioning of the enterprise and maintain the price to increase consumer stickiness; gradually shape a corporate culture characterized by CRS to retain public attention.

What is Livestream Marketing, and How Did It Change the Market?

Since the Covid-19 pandemic, more industries are exponentially moving to the digital realm. Consequently, the marketing strategies of companies are also digitized, with live-streaming e-commerce being one of the most favored marketing structures, particularly in China. Throughout the live broadcast market, beauty, chat, dinner, games, and even all kinds of curiosity can become the main content of the live broadcast and be watched. Still, the e-commerce live broadcast is to sell goods for the purpose, unlike the entertainment live broadcast mode, it is commercial, and the e-commerce live broadcast content marketing is to improve the consumer stickiness through high-quality live broadcast content and interaction to increase consumer purchasing behavior. This paper will mostly discuss the changes in sales and the money put into marketing by a company affected by the appearance of live stream marketing through empirical studies and inferences from such.

How does sports e-commerce influence consumer behavior through short video live broadcast platforms? Attachment theory perspective

PurposeBased on the “S-O-R” and attachment theories, this paper constructs a research model of the platform attribute factors of sports short video live e-commerce on consumers' psychological conditions, and explores how platform attributes affect consumer behavior through consumer attachment.Design/methodology/approachThe study carried out questionnaire survey through the “snowball” method, and a total of 422 valid questionnaires were collected. The paper uses SPSS 26.0 and AMOS 26.0 to adapt the data and model, and adopts the method of structural equation modeling for analysis.FindingsThe research results show that the interactivity, identity, personalization and entertainment of live sports e-commerce platforms can actively stimulate consumer attachment, and directly drive their consumption behavior through their attachment.Practical implicationsExamining the platform attributes and system functions of short video live broadcast e-commerce from the perspective of consumer attachment can help sports e-commerce understand consumers' needs and satisfaction with the functions provided by the platform. Through timely optimization and improvement of system functions, the platform will make the connection between consumers and e-commerce closer, thereby increasing consumer stickiness and promoting the vigorous development of sports e-commerce.Originality/valueThis study identified and defined the platform attributes contained in the sports live broadcast e-commerce platform, combined the S-O-R model with the attachment theory, expanded the analytical framework of the S-O-R theory and made contributions to the extension of the attachment theory.

Enhancing customer value co-creation and stickiness in social commerce: integrating PLS-SEM and NCA for deeper insights into customer-to-customer dynamics

Social commerce(s-commerce), which emphasizes the predominance of customers, has become an important tool of company social marketing and provides new challenges to businesses in attracting customers. Based on customer-dominant logic theory, this study presents a model of the impact of electronic customer-to-customer interaction(eCCI) on customer stickiness with the mediation effect of customer value co-creation dimensions, specifically functional value and hedonic value in the s-commerce context and self-efficacy as a moderator in light of customer-dominant logic. This study adopted a survey method and obtained data from users in two s-commerce sites in China. The statistical technique of partial least squares structural equation modeling (PLS-SEM) and the analytical process of necessary condition analysis (NCA) were employed to analyze the data. The PLS-SEM results indicate that eCCI influences customer value co-creation, which in turn affects the consumer stickiness of s-commerce sites.The moderated mediation results showed that self-efficacy moderated the relationship between eCCI and customer stickiness.The NCA results identified the eCCI is meaningful and significant necessary conditions for fostering customer value co-creation and customer stickiness. The combined findings demonstrated to researchers and practitioners how to identify the critical factor that influence customer value co-creation and customer stickiness. The study provides novel insights into the mechanism underlying why consumers “stick” to s-commerce websites. Furthermore, the moderated mediation model extended customer-dominant logic and demonstrated the moderating influence of self-efficacy. The theoretical and practical implications of these findings are discussed.

Analysis of Consumer Stickiness Behavior Factors in the Context of E-Commerce Live Broadcasting

Analysis of Consumer Stickiness Behavior Factors in the Context of E-Commerce Live Broadcasting

The Path of Enhancing Consumer Stickiness of Mobile Phone Brands in the Digital Marketing Perspective and the Means to Break Through the Bottleneck Period Using Huawei as an Example

In current society, smartphones are a necessity of life, but in recent years the development of smartphones has entered a bottleneck period, and global smartphone shipments have continued to fall. This paper uses the review research method to analyze the current situation of Huawei's business, including its product strategy and marketing strategy, as well as the current business difficulties it faces. The book also provides specific suggestions for improving user stickiness and breaking through the bottleneck. Among them, product optimization includes the improvement of part of after-sales service content and brand interconnection function, the enhancement of product differentiation, the enhancement of preferential efforts, and the continuous development of foldable mobile phones; The means of enriching product features promotion includes using short video platforms to display product features more specifically and intuitively; Promoting offline experience includes setting up offline experience museums; Enforcing strict channel pricing controls includes signing agreements with relevant personnel.

Local Brands Use Traditional Ethnic Culture to Shape Consumer Stickiness: Taking Huaxizi Brand as an Example

In modern society, domestic consumption is constantly upgrading. After experiencing the climax of the development of foreign culture, national cultural self-confidence begins to awaken, and "national tide fever" comes into being. In this social environment, research on how major domestic beauty brands stand out in the tide of the "national trend". This article takes the domestic beauty brand Huaxizi as the research object and uses literature analysis to identify the main reasons for the success of Huaxizi brand. Huaxizi's brand's reference to traditional culture is not a mechanical collaboration. It simply replicates traditional culture and deeply explores the excellent traditional culture that gradually disappears from the public's perspective. Then, starting from the nature and function of its own products, using modern craftsmanship and production technology, it cleverly integrates traditional culture into its own products and creates its own cultural symbol. Hua Xizi chose a brand recommendation officer in marketing, launched brand songs, and created unique Chinese style makeup. Through various cross-border marketing, she ultimately became a leader in the domestic beauty industry. Huaxizi has not formed its own user pool, and its sales methods are only limited to online sales. In order to achieve greater benefits, it is recommended to create its own exclusive app, establish a physical portal, and choose a marketing method closer to traditional culture.

Consumer in Sustainable Textiles: A Scientometric Review

In the realm of textiles, numerous brands are endeavouring to embrace sustainable development and prioritize consumer orientation. Nevertheless, during the actual sales process, sustainability is frequently communicated to consumers through the medium of sustainable fabrics, often failing to elicit profound resonance among them. This study uses scientometry to conduct a comprehensive and quantitative analysis of the current status of the textile industry based on consumers, aiming to explore the current situation and development direction between consumers and the sustainable behaviour of the textile industry. From 2014 to 2023, the Scopus database included 1010 articles related to the clothing field, based on user-oriented research. The analysis results of this study are as follows: 50 research keywords appear in the knowledge base; 8 current research areas; 10 research hotspots; 10 important knowledge references in this field; Practitioners have a better understanding of the current status and trends of sustainable development in the clothing field under user guidance. The research results provide suggestions for the sustainable development of the textile industry, promote effective communication between the textile industry and consumers on a sustainable level, and help improve the consumer stickiness and sustainable development of the textile industry.

Online Consumer Stickiness: A Systematic Review

Despite the growing interest of researchers and practitioners in figuring out why users stick to some websites and not others, the resulting scholarly work is still divergent, partial, and fragmented. Online stickiness plays a vertical role in consumer decision-making, so this research domain is still developing, and a comprehensive and critical overview of existing research on this topic is sorely needed. This paper seeks to establish a scientific foundation for future research on the subject matter by conducting a thorough evaluation of the literature on online consumer stickiness via publications in peer-reviewed academic journals in various domains. A systematic analysis of 53 articles from 32 journals listed in the Association of Business Schools (ABS) or Australian Business Deans Council (ABDC) reveals a lack of consistent conceptual consistency and a conflict between stickiness’s antecedents and consequences in the online context.

Optimization analysis of cross-border e-commerce marketing strategy based on the SCOR model

Abstract Cross-border e-commerce has developed rapidly with network globalization, convenience, and mobility characteristics, and its operation mode is highly popular in the international trade industry. This paper analyzes cross-border e-commerce marketing strategies based on the SCOR model, aiming to seek scientific and reasonable methods to improve cross-border e-commerce companies’ precision marketing speed and accuracy and gain greater advantages in the fiercely competitive environment. This paper uses the SCOR model to identify the possible risks of marketing in the cross-border e-commerce industry. The characteristics of the supply chain are studied, and the relevant risk factors are identified from a holistic perspective. By comparing the two risk assessment methods of the fuzzy integrated evaluation method and the BP wavelet neural network model, the advantages of the BP wavelet neural network model in this paper are proved, and then the method is chosen as the risk assessment method and verified by example. Furthermore, through questionnaire surveys, we obtain information about consumers’ purchasing ability, purchasing channels, and satisfaction with cross-border e-commerce operation services to clarify consumers’ psychology and provide data support for operation strategy improvement research. The results show that: the consumption ability of people aged 20 to 25 to purchase cross-border products is concentrated in the range of 400 to 1000 yuan/month; the consumption ability of people aged 26 to 40 to purchase cross-border e-commerce products is concentrated in the range of 1000 to 1500 yuan/month, and the number of people whose purchasing ability is above 1500 yuan/month reaches 2%; the consumption ability of people aged 41 to 55 to purchase products is concentrated in the range of 600 to 1000 yuan/month, followed by 1000 to 1500 yuan/month. The next is 1000-1500 yuan/month. Overall, the purchasing power of people in each age group is medium. Among them, the purchasing power of people aged 26 to 40 is the strongest. Therefore, it is necessary to develop targeted and personalized marketing programs, improve consumer stickiness, pay attention to the significance of big data for accurate marketing, and improve the overall marketing level of enterprises.

Self-Transcendence Values Influence Meaningful Sports Consumption Behavior: The Chain Mediator of Team Identification and Eudaimonic Motivation

With the improvement of people’s material conditions and the change of their values, sports consumption has shifted from hedonistic consumption, which simply pursues pleasurable experiences, to meaningful consumption, which seeks self-growth and life values. Meaningful sports consumption behavior has also received attention from scholars. The primary purpose of this study is to explore the mechanisms of meaningful sports consumption behavior from the perspective of individual values. Using self-transcendence values as the independent variable, team identification, and eudaimonic motivation as mediators, and introducing subjective on-field performance and hypo-egoic mindset as moderating variables, this study explores how self-transcendence values influence meaningful sports consumption behavior. The empirical analysis based on 910 questionnaire data in China revealed that self-transcendence values have a significant positive impact on meaningful sports consumption behavior through the chain mediating role of team identification and eudaimonic motivation. Subjective on-field performance and hypo-egoic mindset play a moderating role in this influence. This study enriches the study of sports consumption behavior, deepens the research on meaningful sports consumption behavior, and introduces a new research perspective to sports consumption behavior. The results of this study provide new management ideas for sports marketers to attract and increase consumer stickiness.

How Streamers Foster Consumer Stickiness in Live Streaming Sales

Streamers play a critical role in fostering consumer stickiness in live streaming sales. Thus, it is necessary to make clear the mechanism of how streamers influence consumer stickiness. Based upon the theories of social support, social identification and consumer stickiness, this study investigates the effects of consumers’ perceived emotional support, informational support, financial support, affectionate support and social network support from streamers on consumer–streamer identification, which in turn affects consumer–streamer stickiness and consumer–brand stickiness in live streaming sales settings. Based on the structural equation modeling analysis of 280 online questionnaires, using the software of Smart PLS 3.0, the results demonstrate that perceived emotional support, perceived informational support, perceived financial support and perceived affectionate support enhance consumer–streamer identification, thereby enhancing consumer–streamer stickiness and consumer–brand stickiness, and thus, consumer–streamer stickiness also enhances consumer–brand stickiness. This study not only extends the theories of live streaming sales, but also provides practical implications for enterprises’ improving consumer–streamer stickiness and consumer–brand stickiness in live streaming sales.

Analysis MiHoYo Business Model Competitiveness

People’s purchasing capacity rises along with that of the national economic strength. At the same time, because of the rapid development of the Internet and mobile phones becoming a common commodity, mobile games have gradually gained the spotlight and integrated into people’s daily lives. The industry of mobile games has expanded tremendously, which has led to fierce competition under the promotion of capitalism. Small- to medium-sized enterprises in the game development industry now face strenuous difficulties in moving forward with the expansion. In this article, we appraise MiHoYo Co., Ltd., a digital game development and publishing company based in Shanghai, regarding its development so far in the industry; using theories and methods in business administration, we analyze the competitive advantages of MiHoYo. MiHoYo has released best-selling video games with themes centered around renowned intellectual properties, which form a multi-dimensional matrix of products that enhances its lead in competition; at reasonable prices; MiHoYo’s original intellectual properties have attracted a large number of users with high consumer stickiness. Moreover, MiHoYo has a culture of prioritizing technology and setting clear goals, and it has successfully released promising products while gathering experience in business management. The success of MiHoYo under the challenges posed by the game development industry allows other small- to medium-sized enterprises to see development directions in a new light. Lastly, suggestions are presented for the future progress of MiHoYo.

Analysis the Special Nodes of E-commerce Platforms Based on the Background of "Double Eleven" Marketing

As a result of the recent outbreak, it would appear that the "Double Eleven" shopping festival has entered its mature phase, with consumer behaviors gradually becoming more rationalized and customer enthusiasm gradually decreasing. The purpose of this study was to analyze how Pinduoduo can reform and improve its marketing campaigns in order to better boost the desire of people to buy and move the economy forward in the midst of a slump. This study came to the conclusion that consumers' willingness to buy will be influenced by quality-assured and diverse products, cost-effective prices, easy-to-play and easily accessible offers, and close user relationships. On the other hand, the proliferation of newly emerged content platforms and live e-commerce will further occupy the e-commerce platform market and squeeze users' space. As a consequence of this, the only way to improve a company's reputation and brand image, as well as improve the process of corporate transformation and upgrading, and increase consumer stickiness, is to consistently attract big brands, expand digital operations, and serve a diverse range of consumer wants.

Impact of delightful somatosensory augmented reality experience on online consumer stickiness intention

PurposeDrawing on embodied cognition theory, this study examined the impact of midair, gesture-based somatosensory augmented reality (AR) experience on consumer delight and stickiness intention. The mediating effects of three psychological states for body schema (i.e. natural symbol sets, vivid memory and human touch) on the relationships between somatosensory AR and consumer delight/stickiness intention are determined. By filling gaps in the research, we hope to provide guidance on how to drive delightful somatosensory AR marketing.Design/methodology/approachTwo experiments were conducted (Study 1 and Study 2) to test the research model and hypotheses. These experiments compared the effects of the “presence” (midair, gesture-based) and “absence” (mouse-based traditional website) conditions in somatosensory AR on consumer body schema and the creation of a delightful virtual shopping experience (i.e. consumer delight and stickiness intention).FindingsThe consumer delight and stickiness intention created in the presence condition was much higher than those in the absence condition. Consumers appeared to prefer engaging in a midair gesture-based somatosensory AR experience and exploring an augmented metaverse reality to interacting with a mouse-based traditional website. We also found that giving online consumers more somatosensory activities and kinesthetic experiences effectively inspired three psychological states of body schema in online consumers.Originality/valueThe results contribute to the AR experience and somatosensory marketing literature by revealing the role of natural symbol sets, vivid memory and the sense of human touch. This research breaks through the long-developed research paradigm on consumer delight, which has been limited to traditional entities and web contexts. We also extend embodied cognition theory to the study of somatosensory AR marketing.

Understanding platform strategies for consumer stickiness on OTT platforms

PurposeExtant literature in Video on Demand (VoD) has taken the consumer perspective; however, the stakeholder perspective is largely neglected. This paper aims to fill this gap by understanding the strategies to enhance the experience and engage customers from the supplier’s point of view. The purpose of the study is to identify and analyse strategies adopted by over-the-top (OTT) platforms that ensure consumer loyalty in the VoD space.Design/methodology/approachUsing a qualitative approach and inductive qualitative design, the authors interviewed 16 industry experts associated with OTT platforms in India and people handling various marketing-related positions. Data collected included topics related to industry landscape, the value created for a customer, consumer experience, engagement and platform stickiness. Thematic analysis was used to find meaningful semantic elements.FindingsThis study has found that consumer experience, content differentiation, consumer sense-making and engagement and platform extension as value enhancers as the key strategies been adopted in the Indian context, thereby leading to a platform’s stickiness.Research limitations/implicationsThis research offers insights to policymakers of content, digital platforms, media practitioners and managers that are drawing consumers influenced by platform strategies.Practical implicationsThis research provides insights to content policy makers, digital platform leaders, media practitioners, and managers who are influencing consumers through platform strategies.Social implicationsThe research could help entrepreneurs and marketers understand the perspectives of stakeholders in the VoD industry in India.Originality/valueThe study encourages researchers to explore the concept of stickiness, which may or may not be equivalent to loyalty. It is important to focus on quality, frequency, and regular reminders to help customers return to the same platform in the short term.

Improving consumer stickiness in livestream e-commerce: A mixed-methods study.

With the continuous development and improvement of Internet media technologies in China, the influence of livestream e-commerce is becoming increasingly prominent, and an increasing number of people are engaging in consumption activities in this field. It is important to study consumer stickiness in livestream e-commerce to promote economic structure adjustment and innovation-driven development. Therefore, in this study, we adopted the expectation confirmation theory (ECT) as the theoretical framework and analyzed the ECT and stickiness. The study considered satisfaction as the previous influencing factor of user and consumer stickiness, replaced the continuance intention in the expectation confirmation model with consumer stickiness as the explanatory variable, introduced the variable of perceived playfulness as the value perception after user experience, and established a consumer stickiness factors model. A total of 262 valid questionnaires were collected in this study, and SmartPLS analysis along with interviews were used to justify the limitations of data analysis. The results of the study demonstrated a significant effect of perceived usefulness and confirmation on satisfaction, a significant effect of confirmation on perceived usefulness, a significant effect of satisfaction on stickiness, and a significant effect of confirmation on perceived playfulness. Based on findings from the data analysis and interviews, we further proposed rationalized recommendations, and aimed to provide some theoretical guidance for future research on live streaming.