The Research On User Value And User Stickiness Of Online Interactive Platforms For Business Sustainability

With the rapid development of the Internet,big data,and artificial intelligence,the platform economy,and its corresponding business model have mushroomed changing the market ecology.In the context of Web 2.0(where users can generate content),online interactive platforms have rapidly experienced the huge benefits of user value co-creation.However,theoretical research has lagged behind practical development.Therefore,we define the "value resonance" of platforms building on the analysis of interactive platform users' present demand,potential demand,and future demand.To promote the platform user stickiness and realize the platform's health sustainable development,we define the conception of platform value,explore the interaction mechanism,and related research methods.To facilitate further discussion,this paper focuses on the unilateral platform(i.e.the platform provides service products).Firstly,this paper analyzes the five dimensions of platform value resonance through the analysis of knowledge mapping software Cite Space and further defines the concept of "value resonance" through the analysis of the fusion point element set.The key to realizing "value resonance" is value recognition.Thus,the platform should be designed based on the user's value perspective.This paper reveals that personalized value is an indispensable dimension of platform value by constructing a pls-sem(Partial Least Squares-Structural Equation Modeling)model.Aiming at the four dimensions of platform value,we construct the dynamic matching Quality house based on fuzzy QFD(Quality Function Deployment).The fuzzy QFD is to support the dynamic matching mechanism between the user value demands and the platform service design under different service life cycles,aiming to improve user stickiness and realize the sustainable development of the platform.Secondly,to help mining users' potential needs,we use the Biclustering algorithm to distinguish the clustering grouping of users' different topic preferences.We employ interactive visual clustering by combining visualization with relevant indicators of user stickiness to provide more intuitive decision support for mining users' potential needs.Thirdly,beginning with the concept of platform-user symbiosis,we construct a dynamic intelligent closed-loop QFD by combining artificial intelligence(AI)with PDCA cycle theory to predict the key users' future needs.The dynamic Intelligent closed-loop QFD is to support interactive platforms to continuously enhance the compatibility with user needs and continue to improve user stickiness.This paper theoretically enriches the research on value co-creation and interactive platforms in the Web 2.0 environment,promotes the deepening of service-oriented logic into the field of online learning,and concretely analyzes the abstract value co-creation theory.The main research contributions and innovations are as follows:(1)We define the concept of "value resonance" by using the knowledge mapping method Cite Space as well as reveal key words of value co-creation theory and research perspectives of different dimensions.(2)Based on user experience and perceived value,we propose the user-perceived value dimension of the platform.We conclude the platform value construct includes functional value,social value,emotional value,and personalized value based on the general value dimensions.We combine the high-order value platform value with human-computer interaction ideas and conclude the logic path: user engagement ? user experience ?platform value ? user stickiness.We use Dynamic fuzzy QFD to analyze the dynamic matching mechanism between the users' present needs and the design of the platform,so as to support the platform to improve user stickiness and sustainability.(3)Based on the objective purchase data and click data of online users,we use the biclustering method for grouping of different topic preferences of users.Combined with the relevant indicators of user stickiness,this interactive visualization clustering provides a mining method for the potential needs of users of different clustering as well as provides a data visualization decision support for user stickiness.The interactive visualization clustering method is conducive to the healthy and sustainable development of interactive platforms.(4)We construct the dynamic intelligent closed-loop QFD by the combination of the objective user click data and the PDCA cycle theory under the background of big data.The dynamic intelligent closed-loop QFD is supposed to predict the future demand of key users by improving the compatibility between platform service and user demand.This paper focuses on the research of the unilateral platform but fails to explore the issues of the bilateral platform value co-creation and value resonance.Although this study is helpful to the expansion of bilateral platform research,it still has some limitations and is only for the reference of relevant researchers.