Research On Factors Influencing The Stickiness Of Sports Short Video Users On "Douyin" Platform

Sports information plays an important role in the era of paper media and portal websites,and also has a considerable audience.With the rapid development of mobile internet,people have more convenient and fast ways to obtain information.The emergence of short video meets people’s desire to obtain intuitive information immediately.“Douyin” platform makes it possible for sports audiences to understand sports event information and learn sports skills in a fragmented way with its powerful touch.More and more sports talents,professional sports media companies and even athletes have entered the “ Douyin ” platform.The competition in this field has become increasingly fierce.It is of great significance for the creators of sports short videos to study the factors that influence the audience’s stickiness in using sports short videos.Based on this,this paper,based on the literature review and the theory of perceived value,absorbs and draws lessons from the information system continuous use model,the interactive ritual chain theory and the user loyalty theory model,and selects five independent variables from the perspective of perceived benefits and perceived costs,with user stickiness as the dependent variable;At the same time,taking user satisfaction as a mediating variable,and introducing gender,age,occupation,education level and other factors in individual differences as interference variables,a research model of the impact mechanism of “Douyin”platform sports short video user stickiness is constructed.Through the research methods of questionnaire and multivariate statistics,this paper discusses the influencing factors and mechanism of the stickiness of sports short video users.According to the results of data analysis,the impact of perceived value,perceived cost and individual user difference dimensions on user satisfaction and user stickiness is verified.The research results of this paper can make up for the deficiencies of the relevant vertical research to some extent,and discuss the suggestions on how to better improve user stickiness and business operation in the creation of sports short videos.