Research On The Factors Affecting User Stickiness Of Pure Net Variety Shows

Since 2016,when it became a blowout year for online variety shows,homegrown shows from major video sites have sprung up in the last two years.Among them,the production and broadcasting platform represented by Tencent video,Youku Tudou and iqiyi has successively released the strategic deployment of the network variety arts,and the top program producers and hosts have also thrown themselves into the craze of the network variety arts one after another.Network variety art has entered an unprecedented "big era." With the increasing number of hits and the wide spread of word of mouth,network variety producers have gained more resources and voice rights,and competition is becoming increasingly fierce.How to attract the attention of users and ensure their retention has become the dream of video websites.Therefore,discussing the problem of user stickiness of pure network variety show has become the most important concern of the major video websites.Based on the "user stickiness of pure network variety show",this paper summarizes the relevant theories of pure network variety show and user stickiness at home and abroad,and based on this theory,constructs a large five personality characteristics,perceived usefulness,perceived ease of use.In order to explore the relationship between program weighting,structural embeddedness,satisfaction,flow and user stickiness,a model of influencing factors of user stickiness in pure network variety shows is presented to explore the relationship between them.In practice,a total of 331 valid questionnaires were collected,the reliability and validity of the questionnaires were analyzed by spss 23.0,and the structural equation model was tested by amos22.0 software.Based on the results of empirical research,it is found that structural embeddedness positively affects satisfaction,satisfaction positively affects heart flow,and cardiac flow positively affects user stickiness.The degree of program empowerment positively affects satisfaction,and perceived usefulness positively affects heart flow.The more extroverted people are,the more likely they are to produce strong user stickiness.Then,according to the results of empirical research,the author puts forward the corresponding marketing suggestions,in order to provide reference for the development of pure web variety industry.