Research On The Influence Of Short Video Application User Perceived Value On User Stickiness

The rapid development of Internet technology has changed people's life to a great extent.Internet application has become an indispensable part of people's life.With the popularity of mobile smart devices and the reduction of traffic charges by major operators,smart phones have extended their tentacles into every aspect of People's Daily life,and a variety of mobile applications keep emerging to attract users' attention.People's lives are occupied by the network world in large quantities.The influx of all kinds of information makes people's time appear fragmented.Under such a big background,the short video application with short time and convenient viewing has become a hot topic and a field for various Internet enterprises to make efforts.With the support of capital,the number of users of short video apps has expanded rapidly,showing a broad market prospect and matching the number of users of social apps.In the face of fierce market competition,how to seize new users and retain old users has become a serious problem for the operators of short video application platform.Therefore,the research on the influencing factors of user stickiness in short video application has important practical significance.Based on the theory of S-O-R,combined with the specific features of short video application under the background of the Internet,in the original stimulus-the body-response model based on combining the theory of perceived value to construct the short video application user perceived value to the user the influence factors of viscosity model,discusses the application of short video each value dimension viscous effects for the users.Perceived utility can be divided into information value,entertainment value,social value and identity value.Perceived cost can be divided into monetary cost and non-monetary cost.Psychological flow experience is introduced as mediating variable and privacy concern as regulating variable.On this basis,the corresponding hypothesis is put forward and verified.Through empirical research,the influence path of various dimensions of perceived value experienced by users on user stickiness is discussed,and the corresponding conclusion is drawn.The acquisition of research data in this paper was completed by issuing questionnaires online and offline,and then SPSS software was used to analyze the surveyed data and test the model and empirical conclusions were obtained.Based on the above analysis results,it provides a reference for the optimization of short video application platform.Through grasping the perceived value of users,the product design concept is constantly improved to better meet the psychological expectations of users,so as to increase user stickness and occupy a strong market position in the field of short video which is full of opportunities.