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Abstract：
To achieve user retention through multifactor synergy, Internet enterprises must reduce costs and increase efficiency and sustainable development. In response to the dilemma that Internet companies are experiencing increasingly high user acquisition costs and serious user churn, this paper investigates a sample of 46,695 user reviews of nine product series from Xiaomi Ecological Chain. Case studies and qualitative comparative analysis are used to explore the influence mechanisms of quality of experience, brand trust, and brand attachment on users\' retention intentions. Our findings are as follows. (1) Brand attachment alone is not necessary for high user retention intention, but user perception, cognition, and brand trust are necessary. (2) Quality of experience positively impacts brand trust, attachment, and user retention intention. Therefore, improving user perception and cognition is critical in generating high user retention intention. (3) Five configuration paths can achieve high user retention intention, while three configuration paths lead to low user retention intention, and there is an asymmetric relationship between these paths. Among them, the role of quality of experience-driven configuration paths in generating user retention intention is the most prominent. (4) User perception and cognition can substitute with brand trust and attachment in the substitution relationship between configuration paths. Our findings have important theoretical and practical implications for revealing the realization paths of high user retention intention in Internet companies and provide a new perspective for future research.
摘要：
通过多因子协同实现用户留存,互联网企业必须降低成本，提高效率和可持续发展。针对互联网企业用户获取成本越来越高,用户流失严重的困境,本文调查了来自小米生态链的9个产品系列的46,695个用户评论样本。采用案例研究和定性比较分析的方法探讨了体验质量的影响机制,品牌信任，以及对用户保留意向的品牌依恋。我们的研究结果如下。（1）对于高用户保留意图，品牌依恋不是必需的，但是用户感知，认知，品牌信任是必要的。(2)体验质量对品牌信任有积极影响，附件,和用户保留意图。因此,提高用户感知和认知是产生高用户保留意图的关键。（3）五种配置路径可以实现较高的用户保留意图，虽然三种配置路径会导致较低的用户保留意图，这些路径之间存在不对称关系。其中,体验驱动配置路径的质量在生成用户保留意图中的作用最为突出。(4)在配置路径之间的替代关系中,用户感知和认知可以替代品牌信任和依恋。研究结果对于揭示互联网企业高用户保留意愿的实现路径具有重要的理论和实践意义,为未来的研究提供新的视角。
