Research On Factors Affecting User Attachment In Tiktok Short Video Platform

With the development of the Internet industry,people's demand for the content industry gradually transits from text to picture,and then to video.In the era of mobile Internet,people's demand for visual information increases,and the short video industry emerges as the times require and attracts a large number of users.The Tik Tok short video platform,as the leader of the short video platform,fills the fragmented time of people,and raises a Tik Tok fever at home and abroad.Tik Tok gradually penetrates into our daily life,and gradually affects people's social mode,shopping mode and media usage behavior.People make emotional decisions based on their short video and their emotional attachment.In this context,this paper explores the factors that affect the emotional attachment of users of the Tik Tok short video platform from the perspective of user need satisfaction,using attachment decision theory and use and gratification theory as the research basis.This paper analyzes and composes the research literature on short video,Tik Tok and user attachment at home and abroad,takes platform attributes as antecedent variables,constructs a research model and proposes research hypotheses.This paper firstly identifies the Tik Tok short video platform attribute dimensions and develops the scale through pre-study.Secondly,to validate the research model,this paper collected valid data through online questionnaires and conducted descriptive statistical analysis and empirical analysis on the data.Finally,the model and research hypotheses were verified.The research results show that the attributes of Tik Tok short video platform,including the diversity and similarity of Tik Tok bloggers and the richness,pleasure and information of Tik Tok short video content,affect users' emotional attachment to the platform;the attributes of Tik Tok short video platform affect users' needs satisfaction,and the satisfaction of users' needs positively affects users' emotional attachment,i.e.,when users' needs for autonomy,relationship and ability are satisfied,users will attach to Tik Tok.When the user's autonomy needs,relationship needs and ability needs are satisfied,the user will develop emotional attachment to the Tik Tok short video platform,among which the satisfaction of the user's relationship needs has the greatest influence on the user's attachment to the platform;by examining the mediating effect of the user's need satisfaction,it is found that the user's need satisfaction is the most direct and important factor influencing the user's attachment to the platform.Finally,this paper puts forward relevant suggestions and strategies for the Tik Tok short video platform based on the research results,so that new users can develop emotional attachment to the platform and old users can enhance platform,so as to improve user stickiness and user loyalty.