Research On User Loyalty Of Book Short Video

With the iterative optimization of Internet technology and intelligent mobile devices,short videos are readily available.With the advantages of entertainment and social functions,short video applications are popular among the public,and the number of short video users is increasing rapidly.The era of short video has come.In order to attract more users' attention,the major platforms have made efforts to enrich the types of short video content,and knowledge short video has been valued and supported by the platform.As a branch of knowledge works,Book Short Video(BSV)is also supported by the platform.In this context,publishing institutions settle in the short video platform to make use of short video to market books.BSV can increase Book exposure and increase book sales.This study analyzes the development of BSV industry,and finds that there is a close relationship between BSV marketing level and user loyalty,and user loyalty plays an important role in the transformation of BSV marketing effect.This paper studies the influencing factors of BSV user loyalty,finds out the problems existing in the cultivation of BSV user loyalty,and puts forward suggestions on the optimization of BSV in view of the existing problems,which is of great significance to improve the level of BSV marketing of publishing institutions.This study analyzes the development of the BSV industry and points out the problems existing in the construction of the BSV user loyalty.It uses questionnaire survey to understand the factors that affect the user loyalty of the book short video.Combined with the empirical analysis of the construction of the user loyalty of the Mo tie and Guo Mai,it finally puts forward some suggestions on the optimization of the book short video,It is expected to contribute to the planning and production of popular book short videos,the promotion of book marketing effect and the expansion of brand influence.This article contains six chapters:The first chapter is the introduction.It introduces the background,status,methods,content arrangement and significance of the research.It also reveals the possible innovations and deficiencies of the research.The second chapter is the overview of the development of the BSV industry.Understanding the BSV market is the prerequisite for studying book short videos.This part first briefly introduces the development history of the short video platform.At present,Dou Yin and Kuai Shou have occupied the first echelon position.Among the two short video platforms,Dou Yin has a huge stock of users and a high number of daily active users,and the BSV development ecology is relatively good.Then,the article analyzes the category,head account and attractiveness of the BSV subject.Next,the article introduces the ability of short video delivery of books.Finally,it analyzes the development prospects of short videos of books in combination with social conditions,cultural conditions and technical conditions.The third chapter includes user investigation and the analysis results.At the beginning,this chapter introduces the perceived value theory,the interaction ritual chain theory,in order to provide the theoretical support for the model construction.Then,it introduces the origin of the design idea of the questionnaire: the experiential marketing theory and the scholars' discussion on the user loyalty.Then this chapter constructs the perceived value-user loyalty model and puts forward hypothesizes,basing on the perceived value theory,together with the interaction ritual chain theory and the experiential marketing theory.The next section introduces the design thoughts and the developing process of the questionnaire.After that,the chapter introduces the process and results of the data.At last,the chapter makes a brief summary.The fourth chapter analyses the strategies that can improve users' loyalty.Basing on specific cases "Motie" and "Xiaojiang",this chapter gives suggestions on optimizing the BSV,depending on the construction of the perceived value,reduction of the perceived cost and guides on users' interaction.Firstly,the chapter emphasizes the importance of function value of BSV and proposes what measures should the publishers take to construct the function value.Then the chapter discusses the ways to improve the effect of message transmission.Then the chapter discusses the importance of the anchor in BSV.The fifth chapter provides proposal like developing user thinking,building a professional team,making the content clear,and paying attention to post production.The sixth chapter is the summary of the whole article.It also puts forward the research direction in the future.