Research On The Strategies Of Improving Kwai Short Video User Satisfaction

At present,with the rapid development of social rhythm,the pace of people ’s life is also accelerating,and the demand for online media is also increasing.The scale of online short video users has nearly exceeded 1 billion,while the incremental market has begun to shift to the stock market,and industry competition is intensifying.Kwai is a product of Beijing Kwai Technology.In November 2012,Kwai transformed from a pure tool application to a short video community.The platform for users to record and share production and life seized the short video market,and the user growth and market share increased year by year.However,in the process of continuous development of Kwai,tiktok has gradually begun to develop.With its unique algorithm and content creation,it has surpassed Kwai in terms of the number of users.In the context of today ’s stock market,there are real problems such as slow growth,reduced user stickiness,and less user evaluation than Tik Tok.Only by investigating user satisfaction and conducting in-depth analysis,and proposing good solutions to the problem of low user satisfaction from various dimensions,can Kwais better establish their own brand reputation and achieve positive growth and sustainable development.Based on the operation data of Kwai short video,this paper makes a preliminary investigation and reasonable analysis,and makes a preliminary evaluation of the user satisfaction of Kwai short video through user growth and user evaluation.Then,by comparing the user satisfaction model between China and the United States and introducing the D&M information system success model,the user satisfaction model suitable for Kwai short video is constructed according to the characteristics of Kwai short video,and the six dimensions of brand reputation,user expectation,content quality,service quality,system quality and interaction quality are assumed.Through the questionnaire survey of Kwai users,the structural equation analysis method is used to confirm the hypothesis in the model after validity,reliability,KMO value and spherical test,and the specific influence relationship and standardized path coefficient between each dependent variable and independent variable user satisfaction are obtained.Then,according to the specific data,the user satisfaction of all aspects of the Kwai short video is analyzed,and the problems existing in the current Kwai short video platform are obtained :(1)The brand reputation needs to be improved : the brand image needs to be improved,the brand publicity needs to be promoted,and the negative public opinion continues.(2)The quality of content needs to be improved : low content richness,insufficient matching,and insufficient interest.(3)The quality of service needs to be improved : the service does not meet the expectations,the quality of paid service is low.(4)The quality of interaction needs to be improved : it is reflected in the lack of community identity and the community atmosphere.(5)The system quality needs to be complete : the system operation interface is more complex.If the user satisfaction of Kwai continues to decrease,it will have a great impact on user stickiness,user number and user loyalty.This affects the traffic of content creators and leads to the loss of content creators,which eventually leads to the lack of platform content,and even shakes the current position of the industry giant.In view of the above problems,combined with the current operation status of Kwai,the user satisfaction of Kwai can be improved from the following five dimensions,so as to eliminate the potential threats brought by the reduction of satisfaction :(1)Establish a good brand image by improving brand reputation,increase brand publicity,accurately place brand advertising,and enhance users ’ perception of Kwai brand.(2)Efforts should be made to improve the quality of content,enrich the content of the platform,optimize the algorithm to improve the degree of content matching,improve the interest of content,increase supervision to reduce the generation of vulgar content,and support content creators in multiple dimensions to provide better content.(3)Improve service quality,mainly for paid product quality,enhance e-commerce feedback,create multi-channel e-commerce delivery,improve delivery efficiency,and improve user experience.(4)Strengthen the supervision of barrage,enhance the social atmosphere,strengthen the interest of barrage,and create a fun social environment.(5)Reduce the non-core functions of the Kwai short video software,increase the viewing mode,and create a personalized short video platform.With the above five executable solutions,the user satisfaction of the Kwai short video platform can be improved,and the user experience can be enhanced,so as to be more competitive in the short video track.