An empirical study on user behavior of rebate platform in China

With the rapid development of rebate platform in China, attracting users and improving user stickiness are urgent problems for many rebate platforms. Therefore, this paper conducts empirical research on the factors affecting the user behavior of rebate platform users. Based on the characteristics of the rebate platform, this paper adds two factors of risk perception and profit motive on the basis of UTAUT2 model, and user heterogeneity as an adjustment variable, establishes the research model of user behavior of rebate platform. In this model we propose 13 hypotheses, and all hypotheses are supported except for facilitating factors and hedonic motivation. In addition, for the first time, we discussed in detail the impact of user heterogeneity on the user behavior of rebate platform users. We also proposed operational decision-making suggestions and perfects the empirical study on the influencing factors of the use behavior of rebate platform in current academic community, and provided strategic support for the optimization of the website, and It promoted the development of specialization, modularization and standardization of China's rebate platform.

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