从流量到留量：社交电子商务中用户粘性与品牌社区感形成的路径探析

From Traffic to Retention: A Path Analysis on the Formation of User Stickiness and Brand Community Sense in Social E-Commerce

摘要: 本研究围绕社交电子商务中“从流量到留量”的核心问题，系统分析了用户粘性与品牌社区感的形成路径。研究指出，社交电商通过场景化体验、社群化连接和参与式机制构建独特生态，为用户粘性奠定基础；品牌社区感的形成则依赖价值认同、互动参与和情感归属三条核心路径的协同作用，推动用户从行为依赖升华为深度品牌忠诚。研究揭示，社交电商的成功关键在于实现从交易平台向关系平台的转型，使用户忠诚从产品满意转向对社区价值与社会身份的认同。基于此，本文从战略、战术与保障层面提出管理建议，为企业突破流量困境提供理论框架与实践指导。未来研究可关注新技术对社区形态的影响及跨文化用户行为的差异性。

Abstract: This study focuses on the core issue of “from traffic to retention” in social e-commerce, systematically analyzing the formation path of user stickiness and brand community sense. The research indicates that social e-commerce builds a unique ecosystem through scenario-based experiences, community-based connections, and participatory mechanisms, laying the foundation for user stickiness. The formation of brand community sense relies on the synergistic effect of three core paths: value identification, interactive participation, and emotional belonging, promoting users’ transition from dependence on behaviors to deep brand loyalty. The study reveals that the key to success in social e-commerce lies in transforming from a transaction platform to a relationship platform, shifting user loyalty from product satisfaction to identification with community value and social identity. Based on this, this paper proposes management recommendations at the strategic, tactical, and safeguard levels, providing a theoretical framework and practical guidance for enterprises to overcome traffic-related challenges. Future research may explore the impact of emerging technologies on community forms and the differences in cross-cultural user behaviors.