Research On Stickiness Design Of Little Red Book Users Based On Flow Theory

With the continuous development of China’s social e-commerce industry,the corresponding size of Internet users and the scale of the digital economy have also maintained a medium to high growth rate.However,the growth rate of Internet users has gradually declined,and there has been a weak phenomenon.Therefore,in the case of limited increment,enhancing user stickiness has become a key weight in the competition between Internet enterprises.As a social e-commerce business,Little Red Books also faces a serious problem.of user loss,It is urgent to improve user stickiness.Based on the theory of heart flow,a heart flow model is proposed to enhance user stickiness,and the relationship between the elements in the heart flow model is quantitatively studied through structural equation,which verifies the reliability of the model Finally,based on the heart flow model,the game design method is used to improve the user stickiness of Little Red Book.Firstly,the paper studies and analyzes the theories and concepts related to flow theory,user stickiness,and gamification design,and demonstrates the promotion of flow experience on user stickiness,as well as the feasibility of gamification design involving user stickiness.According to the HOOK addiction model in gamification design,the development of user stickiness behavior is divided into four stages:triggering,action,variable remuneration and investment.Qualitative and quantitative research methods are adopted for the users of Little Red Book to analyze the user’s motivation,needs and behavior characteristics in the process of stickiness generation,and a flow model under user stickiness is built,which is verified by structural equation.Finally,according to the research results,Put forward game based design strategies for different stages of stickiness formation.Finally,apply the theoretical research results to practice,design a game based application for Xiaohongshu,and achieve the goal of enhancing user stickiness of Xiaohongshu e-commerce module on the premise of meeting user needs.