Research On User Retention Strategy Basedon Grounded Theory

Short video is predicted to be an Internet content startup.Tik Tok,Kwai,Mei Pai and other products swarming into the market.The emerge of short videos allow users to be both content creators and content consumers,realizing the spread of all users to all through the mobile phone.However,in the era of big data,the focus on less than 7 seconds becomes a pain point for Internet products.The new media combined with the Internet operation instance from the manager's perspective to maintain the user's golden rule.Many academic circles analyze the industry development and technical difficulties from the macro perspective.The research of the users of the short video UGC platform is relatively small,and the existing research conclusions are somewhat lagging behind the development of the industry.In this paper,users of video UGC platform are used as the research object,and the retention strategy of the short video UGC platform users is explored with the grounded theory.Through a semi-structured interview with 13 users,the model was formed by the open coding,the main axis coding,and the selection of the three-level program.Subsequently,seven additional interviewees were added to the saturation test,and the retention strategy model of video UGC platform users was tentatively proposed."Short video UGC platform user retention strategy" is the core of the research,Combining with four main categories,"platform quality","entertainment expectation","entertainment threshold" and "retention strategy",writing the story line that the user makes the retention policy choice in the short video UGC platform.The behavior of the user in the platform is regarded as the process of continuous selection,and finally the selection of the platform's retention strategy is driven by the subjective initiative.By drawing from ECM and TAM,the study introduces the category of "perceived usefulness" and "perceived ease of use".According to the interview data,the two categories of "media habit" and "social traction" are added.With the characteristic of the mobile Internet and Internet use habits as the basis,to expand the horizons and intensification of insight to a short video on the Internet product operation provides a new academic thinking from the angle of users.