Research On The Influencing Factors Of User Stickiness In Music Virtual Community

In the new media era,mobile Internet users achieve communication and interaction anytime and anywhere.With the support of Web2.0 technology,the virtual community arises at the historic moment.The scientific nature of the concept of "User Standard" has been proved constantly in the construction and development of the Internet virtual community.Mastering the user is the key to realize the iteration and realization of the product.User stickiness of virtual community is an important standard to measure users’ satisfaction,dependence and loyalty to virtual community,and it is very important for the survival of a virtual community.Net Ease Cloud Music has a strong internal community atmosphere,which has constructed a good ecological pattern in terms of community experience and user interaction.The "music community" model has been successful,and the reasons behind it are worth digging and discussing.This paper argues that user stickiness is not only affected by user perception,but also plays an important role in the degree of technology realization of the community itself.Taking Net Ease Cloud Music as an example,the purpose of this study is to measure the various influencing factors and degree of user stickiness in music virtual community.from the point of view of individual expectation affecting behavior,this paper integrates the relevant theories of communication,information system and other multi-disciplinary theory.based on the two dimensions of technology realization and user perception,this paper constructs a research model on the influencing factors of user stickiness in music virtual community.Using the questionnaire survey method to send out 452 questionnaires,and using SPSS26.0 statistical analysis software to verify and analyze;using the method of in-depth interview to conduct in-depth interviews with 8 Net Ease Cloud Music users to understand the satisfaction aspects of the music virtual community user experience and the current problems of the music virtual community.The conclusions of the study are as follows:(1)user satisfaction is the most important influencing factor of user stickiness in music virtual community(2)there are differences in gender,age and occupation in user satisfaction and user stickiness(3)product attributes and user practice have an impact on user stickiness.(4)there are low community activity,user privacy disclosure,Problems such as the flooding of bad information(5)the regression equation of user viscosity is obtained: user viscosity = user satisfaction * 0.351 + perceived usefulness * 0.219 + perceived interaction * 0.205 + novelty * 0.191.The study obtains various factors that affect the user stickiness of the music virtual community.according to the conclusions of the empirical analysis and the results of in-depth interviews,this paper enhances the user stickiness of the music virtual community from four aspects.to achieve their own good development put forward feasible suggestions,including emphasizing the characteristics of the community,further strengthening the attributes of social interaction;using big data to refine the needs of users and make precise policies.Focus on emotional marketing,arouse users’ empathy and pay attention to the protection of user privacy,and strengthen the supervision of community environmental safety.Finally,some deficiencies and deficiencies in variable setting in this paper are reflected,and the future research is prospected.