Study On The Influence Of Gamification Elements On User Stickiness Of Online Video Platform

With the advent of digital era,the competition of network video platform is extremely fierce.Various operators are constantly looking for feasible ways to attract users' attention,extend the use time of the platform and increase user stickiness.User stickiness is becoming an important consideration for online video platforms.For network operators,attracting users' attention and extending the use time of the platform can increase users' stickiness to the platform,which also means that the platform can increase profits.Whether the platform is attracting advertising revenue or word of mouth recommendations,the ability to attract users has a critical impact on the sustainability of online platform operations.Games can well attract users' attention,prolong the use of games,enhance user stickiness.As practitioners have noticed that games can have a positive impact on players'behavior,they have begun to study how to apply gamified elements to other non-game areas to attract users' attention,prolong the use of the platform and increase user engagement.Based on gamification elements,flow experience,user stickiness theory and SOR model,this paper studies the influence of gamification elements on user stickiness by using SPSS.25.0 and AMOS.24.0 analysis software.It provides some theoretical basis for future gamification research.Some reasonable Suggestions are provided for the gamification of network video platform.Through literature research,research theories are sorted out:gamification,gamification elements,user stickiness,self-determination theory,flow theory.Research models:TAM model and SOR model (based on the indicator theory).The research is mainly based on research theories:gamified elements (achievement gamified elements,social gamified elements,immersion gamified elements),flow experience,user stickiness;Research model:SOR model (based on the indicator theory).Based on the research theory and model,the research hypothesis is proposed to explore the relationship between gamification elements,flow experience and user engagement.Questionnaire design.First,based on the scale used and developed by previous theoretical researchers,based on the online video platform,gamification elements (achievement gamification elements,social gamification elements,immersion gamification elements),flow experience,user stickiness,and measurement scale were defined.Secondly,carry on the preliminary investigation,the questionnaire is reliable and can carry on the formal adjustment;Thirdly,carry out formal investigation and collect questionnaire data.Empirical analysis:first,descriptive statistical analysis was conducted by SPSS.25.0 analysis software.Secondly,SPSS.25.0 analysis software was used for reliability and validity analysis.Thirdly,SPSS.25.0 analysis software was used for correlation and common method deviation analysis.Finally,AMOS24.0 analysis software was used to test the structural equation model.Research conclusions:first,the hypothesis testing results were sorted out and the research conclusions were drawn.Secondly,according to the research conclusion,some reasonable research Suggestions are put forward for the gamification of network video platform.Thirdly,according to the research of this paper,some deficiencies are put forward.Finally,according to the lack of research,some prospects for future research are proposed.