Research On The Influence Of Information Dissemination Mechanism On User Stickiness In Mobile Social Network Context

User stickiness is a result of users' continuous adoption of services provided by a certain network service provider and the fact that it is not easy for users to switch to other similar service providers.With the improvement of electronic devices and network technology,mobile social network service providers emerge one after another.It is an important prerequisite for service providers to gain benefits by increasing user stickiness.How to maintain and improve the stickiness of users becomes a key problem for mobile social network service providers.In the context of mobile social networks,mobile social applications have created a variety of information dissemination mechanisms for mobile social network service providers to express their value proposition,and to build a bridge between users and mobile social network service providers.These mechanisms strengthen the relationship between service providers and users,and construct the relationship chain between users and mobile network service providers,so as to facilitate the service providers to obtain stable user groups and improve the stickiness of users.Therefore,in the context of mobile social networks,it is of great theoretical and practical significance to clarify the mechanism of information transmission on users' stickiness.First of all,this paper describes the practical and theoretical background involved in the study,and then the related research of the theory of means-end chain,mobile social network services and their characteristics,the mechanism of information dissemination.user perceived value and user stickiness are described,which provide the theoretical basis for this study.By defining the mechanism of information dissemination,user perceived value,user stickiness and conversion cost,the research model is constructed,and six hypotheses are put forward on the relationship between each variable at the same time.In this study,410 valid questionnaires were collected by questionnaire,and the data were analyzed and discussed by SPSS21.0 and AMOS22.0.Finally,five hypotheses were verified and supported.The results of this study are as follows:(1)The push mechanism has a positive effect on both the perceived function value and the perceptual emotional value of users,and the effect of push mechanism on the former is stronger than that on the latter.(2)The interaction mechanism has a positive effect on both the perceived functional value and the perceptual emotional value of users,and the effect on the latter is stronger than that of the former.(3)The sharing mechanism has a positive effect on the perceived functional value and the perceived emotional value of users,and the effect on the latter is stronger than that of the former.(4)Perceived functional value has a positive effect on user stickiness,and(5)perceptual emotional value has a positive effect on user stickiness.In general,on the theoretical level,this study studies the influence of information transmission mechanism on user stickiness under the background of mobile social network,based on the theoretical basis of means-end chain.To some extent,it makes up for the deficiency of the research of user stickiness in the environment of mobile social network service,and enriches the application of the theory of means-end chain.On the practical level,it provides clear guidance for mobile social network service providers to interact with users effectively,and provide practical reference for them in their day-to-day work.