Research On The Influence Of The Sticky User Experience Journey On Brand Loyalty Of Integrated Video Platform

With the improvement and development of Internet construction,watching movies,TV dramas and network videos through video platforms has become a common way of daily leisure and information dissemination.Network audio-visual industry has gradually entered the mature period.The video platform industry needs to maintain the existing user scale to cope with the competition for user time from inside and outside the industry.If major video platforms explore innovation in experience mode,it may become an important way for video platforms to win users and defeat competitors.In this context,this paper takes video platform as the research object,based on theories and research results related to customer experience management and brand loyalty.After collecting sample data through online questionnaire survey,rigorous data analysis was conducted to verify the hypothesisThe results show that the video platform user experience journey is suitable for the unpredictable and exciting the sticky user experience journey model.It fits the user’s characteristics of fast entry,endless variety and roller-coaster experience in the platform.But the results of the data show that the transferees are not stuck in an engagement spiral.In the second study,based on the characteristics of the sticky experience journey of the video platform,the perceived value is divided into three dimensions:entertainment value,information value and social value.Through the analysis and verification of the sample data,it is concluded that the perceived value brought by the user experience journey of video platform has a positive impact on both user satisfaction and brand loyalty,and the user satisfaction of video platform has a positive impact on brand loyalty of video platform,and plays an intermediary role between perceived value and brand loyaltyThis paper proposes a new method for user experience management of video platform.Firstly,it pays attention to the video content of the platform and produces and introduces unexpected content of users.At the same time,for b-end users,the service design of user experience management should refer to the smooth experience journey model.In addition,the platform should enhance all functions to attract users into the spiral of participation,enrich the value of the platform,and improve user satisfaction and brand loyalty.