Research On User Stickiness Of Short Video Platform

With the development of 5G network,from commercial to civil.With the popularization of 4G network and the full coverage of wireless network in the city center,the network speed has been greatly improved.The communication cost that the mobile user needs to pay drops gradually,the flow in the communication package basically satisfies the daily demand of the user,the constant updating of the smart phone,the ultra-high Resolution camera not only meets People's Daily Use of photography but also provides favorable conditions for recording high-definition video,and the cell phone's processor cycle is shortened,which also provides convenient conditions for producing video,the combination of these factors greatly meet the mobile network users for entertainment and social needs.As a new form of content dissemination,Short video platform has the characteristics of rich content,large amount of information output in a short time and strong ability of social interaction.Popular and sought after by the general public,and gradually popular.In recent years,the short video industry has shown explosive growth,its user growth rate is eye-catching.Short video as a new blue sea in the development,the short video platform in their own product optimization design,content and services,network health and security is still in the state of progress.In this study,two short head video platforms,vibrato short video and speedy short video,are selected as the case study.This paper studies the stickiness of short video users,trying to find out the existing factors of stickiness of short video platform users,and the platform continuously satisfies the user's experience value,so that users can choose the platform for a long time,for Short video platform how to enhance the user stickiness,how to obtain the platform development provides some reference.According to the research conclusion,the following points should be paid attention to:(1)pay attention to the user's expected value,starting with the design optimization of the product itself,content services,network health and safety,social aspects(2)to meet the user experience value while increasing user satisfaction with the platform,to enhance user loyalty to the platform,increase the stickiness between users and platforms.