E-commerce Platform Quality, User satisfaction and Continuous Use Intention under Data-driven marketing
Authors: 
Yihong Xu, Fengyan HuangAuthors Info & Claims
Pages 56 - 62
Abstract
Under the data-driven marketing, e-commerce platforms have achieved rapid development using big data technology. Taking the users of e-commerce platform as the research object, the paper based on SEM technology to verify the relationship between the content quality, function quality, user satisfaction, platform privacy protection and continuous use intention. The results show that content quality and function quality play a partial mediating role through user satisfaction. Platform privacy protection positively moderates the relationship between content quality, function quality and user satisfaction. The research conclusion provides some theoretical foundation for e-commerce platforms to deeply understand users and enhance the sustainable operation ability of the platforms, which is conducive to the high-quality development of the e-commerce industry.
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Index Terms
- E-commerce Platform Quality, User satisfaction and Continuous Use Intention under Data-driven marketing
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Published In
September 2023
564 pages
ISBN:9798400708824
DOI:10.1145/3629378
Copyright © 2023 ACM.
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Association for Computing Machinery
New York, NY, United States
Publication History
Published: 28 December 2023
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- Research-article
- Research
- Refereed limited
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ICIBE 2023
ICIBE 2023: 2023 the 9th International Conference on Industrial and Business Engineering
September 22 - 24, 2023
Beijing, China
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