A Study on the Influencing Factors of User Stickiness in Short Video APP: A Case Study of Post-90s Douyin APP Users in China
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This study aims to explore the factors influencing the user stickiness of Chinese post-90s users in the Douyin APP, to suggest improvements for the short video APP. This study constructed a model of the mechanisms influencing the user stickiness of the Douyin APP among post-90s users based on vividness, interaction, entertainment, privacy concerns, and flow experience. This study empirically tested 351 Chinese post-90s Douyin APP users through a structural equation model. Factors such as vividness, interaction, and entertainment had a positive impact on the flow experience, which in turn enhanced the user stickiness of post-90s Douyin APP users, while privacy concerns did not negatively affect the flow experience or reduce user stickiness.
Abstract
This study aims to explore the factors influencing the user stickiness of Chinese post-90s users in the Douyin APP, to suggest improvements for the short video APP. This study constructed a model of the mechanisms influencing the user stickiness of the Douyin APP among post-90s users based on vividness, interaction, entertainment, privacy concerns, and flow experience. This study empirically tested 351 Chinese post-90s Douyin APP users through a structural equation model. Factors such as vividness, interaction, and entertainment had a positive impact on the flow experience, which in turn enhanced the user stickiness of post-90s Douyin APP users, while privacy concerns did not negatively affect the flow experience or reduce user stickiness.
참고문헌 (13)
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