Research On Influencing Factors Of User Stickiness Of Information Short Video APP "Pear Video"

With the popularity of mobile Internet and smart phones,the formation of fragmented reading habits of users,and the implementation of the policy of "speeding up and lowering fees" of the three major operators,mobile phones have become the main channel for people to obtain information.This great change has prompted many traditional media and news and information platforms to embark on the the road of transformation and development.The establishment of mobile APP is the first step for many traditional media and news and information platforms to try.With the diversified development of information presentation forms,short video quickly became an important form of information dissemination and consumption on mobile terminals after its emergence in 2012.Mobile phone client and short video have gradually become an important form of innovative news and information media reporting in the era of mobile communication and an important breakthrough in the transformation and development of traditional media.Beginning in 2016,a large number of investors are turning to a short video field,the number of mobile information information short video applications has been explosive growth,the industry's demographic dividend period is over and short video client begin to enter information user viscosity,how to retain existing customers,develop potential customers and attract attract new users are in urgent need of the question.Pear video,launched in November 2016,cleverly seized the opportunity of development and focused on being a short video platform of information for the young young generation.With its high-quality content and perfect content production ecology,ecology,pear video gradually showed its advantages and characteristics in the development process.First of all,pear video has gained a large number of loyal users through the establishment of the patter system and reward mechanism,and achieved a strong interactive relationship with users.Secondly,pear video has its own feelings and and "bottom line",won the trust and dependence of a large number of users.Finally,pear video is one of the media that domestic media explore in the integration of production and technological innovation,which has a strong leading and exemplary nature.Therefore,this paper takes "pear video" as a case study to analyze the influencing factors of user stickiness.From the user's perspective,this paper by the method of literature research,questionnaire investigation and interview as the research method,draw lessons from previous studies in the system success model,the technology acceptance model,system model of the continuous use classic model of the object in this paper,we study the characteristics of the pear video,joined the user participation and emotional experience two important variables,build the information class short video "pear video" APP user viscosity influence factors of research model,the effect factors of the user viscosity for empirical research.The results show that the age of users of information short video "pear video" APP,APP,the degree of education and the place of residence will have an impact on their stickiness,while the gender and income of users will not have an impact on their stickiness.Among the influencing factors of user stickiness of "pear video" APP,user satisfaction and emotional experience will have an important positive force on user stickiness,and user satisfaction has a greater direct impact.System quality,information information quality and service quality can influence user stickiness through user satisfaction.Perceived usefulness and perceived ease of use can influence user stickiness through user satisfaction.Information sharing and joint production can influence user stickiness through user satisfaction.Emotional experience can also influence user stickiness through user satisfaction,but not as much as its direct effect on user stickiness.Among all the influencing factors,emotional experience has the largest effect on user stickiness,followed by user satisfaction.This study also found that the media quality of information type short video APP can be separated into three factors: system quality,information quality and service quality;user perception can be divided into two dimensions: perceived usefulness and perceived ease of use;user participation can be divided into three dimensions: attendance,information sharing and and joint production.Finally,the article according to the research results and combining with the current development status of information class short video,from the media performance,publicity channels,content quality,user participation,emotional viscosity short video APP,such as the five aspects proposed the information like "pear video" improve the user viscosity reference countermeasure and the suggestion,in order to "pear video" and other information of such short video APP development to provide some theoretical and practical reference.