Research On The Factors Affecting The Stickiness Of Users In Short Food Videos

The popularization and renewal of the Internet provide technical support and an open atmosphere for individual independent expression and content creation,and "we media" emerges at the right moment.In 2016,there was a craze for the whole people to participate in short videos.As a kind of short video,short food videos developed rapidly and became a hot field with a steady increase in the number of users.User stickiness is related to the survival and development of we media in the maturity period of fierce competition.How to retain users and expand influence has become an urgent need in front of we media.Based on the perceptive value theory and model of information system continuance,this paper constructs a model of the factors affecting the stickiness of users in short food videos and discusses the effects of perceived utility and perceived cost on the stickiness of users.By referring to the model of technology acceptance and unified use,social influence is added as the independent variable,and audience characteristics are taken as the interference variable.Introduce flow experience as a mediation variable.The influence degree and mechanism of each variable on user stickiness were explored through questionnaire survey and statistical analysis.Through empirical research,it is found that information value,entertainment value,emotional value,symbolic value and perceived cost all affect user stickiness through flow experience,especially symbolic value and emotional value.Age,education background,occupation and participation level of the sample significantly affect user stickiness.Verify the hypothesis based on the results of the data analysis.Based on attracting and cultivating loyal users,this paper proposes practical suggestions on the content production and user maintenance for short food videos.This paper enriches the current domestic theoretical research on the stickiness of new media users.It provides real data support for the empirical research and audience research of vertical short videos and makes up for the shortage of relevant research.