| With the rapid development of information technology and Internet technology,people can easily obtain amounts of information from various channels on the Internet.With the emergence of the Internet and 5G technology,more and more new media platforms have begun to appear,which has also attracted many users to choose a variety of new media platforms to understand the entire society and communicate with the surrounding groups.Although there are a large number of new media,many of them are just a flash in the pan and unable to continuously attract new media users to spend time and energy to use new media.In this case,the value embodied by the new media is extremely important.That is,the content of the users' value of the new media becomes fairly important.Because under normal circumstances,the higher the perceived value of users,the more they tend to spend more time and energy on related products or services.But in the context of new media,it isn't able for the current theoretical research to give an clear answer about whether there are some differences between the perceived value of users and the perceived value of general context,and what the differences are,as well as what the impact mechanism of user perceived value and users' sticky behavior is.Based on this,the following research questions are summarized in this study:(1)What is the concept of new media users' perceived value,and what are the aspects of its dimensions composed of.(2)Whether new media users' perceived value can affect users' sticky behavior.(3)What are the explanatory mechanisms and boundary conditions for the influence of new media users' perceived value on users' sticky behavior?First of all,in order to clarify the concept and dimensions of the perceived value of new media users,this research analyzes the shortcomings and deficiencies of existing research on the basis of summarizing the existing research.Based on grounded theory,through in-depth interviews with new media users,the interview data has been classified into different codes and extracted the concept of the perceived value of new media users and the corresponding dimensions.What the perceived value of new media users emphasizes is the comprehensive perception about whether the users feel satisfied with the related content of the new media which can,in return,meet their individuals' needs and whether it can achieve their goals and intentions.The perceived value of new media users includes four dimensions,namely,the perceived social value of new media users,the perceived emotional value of new media users,the perceived cognitive value of new media users,and the perceived interactive value of new media users.Among them,the social value perceived by new media users refers to the personal accomplishment,social identity,and harmony of social relationships.The perceived emotional value of new media users emphasizes the emotional resonance,emotional catharsis,and emotional support that users obtain in the process of using new media.The perceived value of new media users emphasizes the user's desire to learn and disseminate new knowledge in new media in the process of using new media.New media users' perceived interactive value emphasizes the establishment and maintenance of relationships with others(including online and offline)in the process of using new media.Secondly,after determining the concept and dimensional content of the perceived value of new media users,this study further explores the relationship between the various dimensions of the perceived value of new media users and the sticky behavior of users,that is,the relationship between the perceived social value of new media users,the perceived emotional value of new media users,the perceived cognitive value of new media users,the perceived interactive value of new media users and the sticky behavior of users.This study believes that the perceived social value of new media users,the perceived emotional value of new media users,the perceived cognitive value of new media users,and the perceived interactive value of new media users can all positively affect the sticky behavior of users.Thirdly,this research further explores the theoretical explanation mechanism behind the relationship between the perceived value of new media users and users' sticky behavior,and identifies the boundary conditions of the relationship between the two.This study believes that the perceived value of new media users can promote users' stickiness by improving users' satisfaction behavior.That is,there is a positive mediating role in the relationship between the perceived value of new media users and user sticky behavior.On this basis,this research has identified the boundary conditions that can affect the relationship between the perceived value of new media users and users' satisfaction,discusses the moderating effects of independent self and interdependent self.Different from previous studies,this study explores the moderating effects of independent self and interdependent self,rather than the moderating effects of the two types.This study hypothesis that the interdependent self can positively moderate the relationship between the perceived value of new media users(including the perceived social value of new media users,the perceived emotional value of new media users,the perceived cognitive value of new media users,and the perceived interactive value of new media users)and users' satisfaction.Besides,this study hypothesis that independent self can negatively moderate the relationship between the perceived value of new media users(including the perceived social value of new media users,the perceived emotional value of new media users,the perceived cognitive value of new media users,and the perceived interactive value of new media users)and users' satisfaction.Finally,this research obtains relevant data for hypothesis testing by investigation of survey.Through data analysis,the proposed hypothesis was tested.After data analysis,it is found that:(1)The perceived value of new media users can positively promote users' stickiness,and it is found that the perceive social value of new media users,the perceive emotional value of new media users,the perceive cognitive value of new media users,and the perceive interactive value of new media users,which can promote users' stickiness.First of all,the perception of social value by users of new media can promote users' stickiness.The reasons are as follows: On the one hand,the perception of social value by users of new media means that the content on new media has certain significance for the future development of the whole society and can play a guiding role in the direction of the society.On the other hand,new media's perception of social value can help users establish good and harmonious communication with the people around them,and can show that new media users care about the development of the entire society,so new media users will be encouraged to spend more time and energy on new media platforms,and ultimately improve their engagement behavior.In the second place,the perceived emotional value of new media users can enhance users' sticky behavior.The reasons are as follows: On the one hand,in the process of using new media,users will be emotionally recognized and resonated with the relevant information released by the new media,and users have emotional appeals or sustenance in the new media.While the perceived emotional value of new media users will resonate in the hearts of new media users,which in turn encourages users to watch the content released by relevant new media more actively and find their soul's comfort and sustenance.Furthermore,it can find a way for users to vent their inner emotions by related content published in the media,so that users can have the opportunity to vent and dispel the negative emotions they have accumulated in real life,and users can also get support and help from other users on new media.They can be recognized by other groups or individuals emotionally,so that users will spend more time and energy on new media.Thirdly,the perceived value of new media users can positively promote users' stickiness,The reasons are as follows: On the one hand,the information published on the new media platforms comes from all aspects and channels.The difference from the real world is that it is very convenient and efficient to search and view information from various channels on the new media.The abundant information on new media provides conditions for new media users to continuously update their existing knowledge reserves.On the other hand,new media also provides very convenient conditions for users to discuss and communicate the latest information,enabling new media users to understand and learn the views of other people around the same incident,and they can also share the latest information on the new media.As a result,new media users can continue to track the latest developments and trends of an event,which in turn encourages new media users to spend more time and energy to watch the content published on the new media platforms.Finally,the perceived value of interaction by new media users can positively promote users' stickiness due to: On the one hand,with the development of technology,the geographical distance between people is increasing and the opportunities for offline communication are decreasing.Media users can maintain and strengthen their connections with others by using new media.On the other hand,users can also establish new connections with others by using new media.New media users can achieve relationships through the use of new media platforms.The establishment and maintenance of new media meets the needs of new media users for the maintenance and establishment of daily friendships,which in turn encourages new media users to spend more time and energy on new media platforms.(2)The mediating role of users' satisfaction has been verified.Specifically,firstly,users' satisfaction mediates the relationship between new media users' perceived social value and users' sticky behavior.Its reason lies in: new media' s perceived social value can help users be in the same behavior with other new media users around them.The specification can further promote the harmonious relationship between users and other people around them.On the other hand,it also enhances the user's personal sense of accomplishment in the process of using new media,and users feel satisfied.Secondly,users' satisfaction mediates the relationship between the emotional and social value of new media users and users' sticky behavior.The reasons are: The perceived emotional value of new media users can,on the one hand,relieve various emotional pressures faced by users in the real world,relieve and vent their inner emotions to a certain extent,release them emotionally and meet their emotional needs.On the other hand,new media users' perceived emotional value can also help users to obtain emotional support from other users on new media platforms,so that they can get encouragement and support from others,and thus meet the needs of users for emotional support.Then,users' satisfaction positively mediates the relationship between new media users' perceived cognitive value and users' engagement behavior for the following reasons: On the one hand,the perceived value of new media users can satisfy users' desire for new knowledge.Users can easily understand new knowledge and discoveries they do not currently understand through new media platforms,thereby making up for the shortcomings and deficiencies of users' own knowledge.On the other hand,new media cognitive value perception can also satisfy the consumers' willingness to share and expectations for the new knowledge.After users understand and acquire new knowledge on new media platforms,they tend to share and disseminate it to other user groups.Finally,users' satisfaction positively mediates the relationship between new media users' perceived interaction value and users' engagement behavior for the following reasons: On the other hand,new media users' perceived interactive value can help them to maintain personal connection with existing user groups in the new media.On the other hand,users can establish new connections with other users through the new media platforms,which can meet the needs of new media users for emotional maintenance to a certain extent,satisfying the new media users.(3)The positive moderating effect of the interdependent self has been tested.That is,the interdependent self can positively moderate the relationship between the perceived value of new media users(including the relationship between the perceived social value of new media users,the perceived emotional value of new media users,the perceived cognitive value of new media users,and the perceived interactive value of new media users)and user satisfaction.In particular,first of all,the interdependent self can positively regulate the relationship between new media users' perceived social value and users' satisfaction for the following reasons: For people with interdependent selves,they pay more attention to their contributions to the group they belong to,emphasizing that their individual consciousness should be subordinate to the entire group or group in which the individual belongs,and have a strong sense of team honor and responsibility.In this case,if new media users perceive high social value,it means that the content that users watch on the new media is meaningful and valuable to the surrounding groups,and this valuable new media information enables users to show themselves when communicating with other people in the group.The sense of responsibility and good image of the users' meet the relevant demands of users in the group,and can improve users' satisfaction.Secondly,the interdependent self can positively regulate the relationship between the perceived emotional value of new media users and users' satisfaction.The reason is that the interdependent self pays more attention to the group,rather than the intuitive feelings of the individual.For individuals with interdependent selves,they often have emotional depression and accumulation in their hearts,and their inner emotional expressions are not satisfied.The perception of emotional value by new media users can help such users to be well on new media platforms.They can find emotional resonance and emotional catharsis,and be able to express the suppressed emotions hidden in the heart on new media platforms.In addition,the interdependent self can positively regulate the relationship between the perceived cognitive value of new media users and user satisfaction.The reason is that for the individual of the interdependent self,the overall cognition level of the group in which it belongs is very important,which determines the basis of the overall knowledge reserve of the group.It is the responsibility and obligation of each individual in the group to strive to improve the knowledge reserve of members in the group.In this situation,the higher the perceived cognitive value of new media users,the more new media users can obtain from the new media platforms,which can satisfy the desire and demand of new media users for new knowledge and new insights.In the end,the interdependent self can positively regulate the relationship between the perceived interactive value of new media users and users' satisfaction.The reason is that for individuals with interdependent selves,maintaining interaction with other members of the group is essential.In this case,the higher the value of new media's perception of interaction,the easier it is for users to achieve interaction with other users through new media,including the maintenance of existing relationships within the group and the expansion of new relationships,which in turn can enhance users' satisfaction.(4)The moderating effect of independent self has not been tested.Specifically,the independent self's moderating effect on new media users' perceived social value,perceived emotional value,perceived cognitive value,perceived interactive value,and user satisfaction has not been tested.First,because the independent self has a strong self-awareness and self-evaluation system,it does not change self-view and cognition according to changes in the surrounding environment.Therefore,for the independent self group,the impact of new media users perceive social value,new media users' perceived emotional value,new media user's perceived cognitive value,and new media user's perceived interactive value on user satisfaction is not significant.Second,the self-construction theory emphasizes the individual self,but it is also affected by the social environment and cultural background.Interdependent self-construction is more likely to exist in Eastern culture,while independent self-construction is more likely to exist in Western cultural categories.Due to sample limitations and assumptions,the test results show that the influencing factors of independent self-construction are not significant.The future research will fully consider the cultural differences and diversity of the sample collection in the scale development data and empirical sample data collection,and expand the scale data in the central,western,eastern areas and even foreign countries.This research not only expands the conceptual connotation of users' perceived value in the context of new media,but also distinguishes four dimensions of users' perceived value of new media,and develops corresponding measurement indicators.On this basis,this research not only discusses and analyzes the relationship between the perceived value of new media users and the sticky behavior of users in different dimensions,reveals the theoretical explanation mechanism behind the relationship between these two,and identifies the boundary conditions affecting the relationship between these two which enriches the existing theoretical research achievements,but also provides a feasible explanation to the existing research disputes to a certain extent.This research conclusion can help new media design the displayed content to attract users to continue to spend more time and energy on the new media platforms,grab new media users,and enhance the competitiveness of the new media platforms.Specifically,for the new media industry,it is necessary to attach great importance to all aspects of users' perceived value,including social value,emotional value,cognitive value,and interactive value.High-quality new media content that has a major contribution to the future development of society must be able to allow new media users to resonate emotionally when browsing and watching the content released by new media.It is necessary to enable new media users to obtain more new knowledge and new insights through the use of new media as much as possible,and to enable new media users to achieve interaction and communication with other groups through the use of new media.In addition,new media should recognize that different individuals have different cognitive habits,so for individuals with different cognitive types,there should be differences in the provision of new media-related content and services. |
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