Research On Factor Influencing User Stickiness Of Cultural And Creative Products Of Guangxi Archives

Archives is the record carrier of human social and cultural development,and has very important strategic value for the development of China’s cultural undertakings,and it is an indispensable resource for promoting the development of China’s socialist cultural undertakings.At present,the work of archival cultural creative products in China is in its initial stage,and a complete theoretical system has not yet been formed,which is in a backward state compared with the practice of cultural creative products in other cultural institutions.In recent years,scholars’ researches have also gradually focused on the research of archival cultural creative products,but their main research angles are basically focused on the problems of development mode and dilemma,and no one has yet studied archival cultural creative products from the perspective of using stickiness.How can users form a good sticky relationship with archival cultural creative products is the main research purpose of this paper.This paper intends to study the problem of user stickiness of archival cultural creative products in Guangxi through literature research method,questionnaire survey method and quantitative analysis method,combine with marketing theories such as deconstructive planning behavior theory and ideal behavior theory to construct a model of factors influencing user stickiness of archival cultural creative products,and then collect and organize questionnaire data,use SPSS25.0,AMOS25.0 data statistical analysis tools,and structural equation modeling and other related knowledge for validation,to derive the research results,analyze the problems of Guangxi archival cultural creative products based on user stickiness perspective,and finally put forward stickiness enhancement strategies.