Research On The Factors Affecting The Stickiness Of Users In English Knowledge Short Videos

Throughout the user data reports of major short video platforms,it shows that users’ demand for short video has changed from entertainment to knowledge.As one of the vertical short videos,English knowledge short video has become an important educational resource and plays the role of "educator".Due to the popularity of higher education and the low threshold of short video creation,countless people with cognitive surplus of English knowledge have joined the we media industry to seize the English knowledge short video market,showing a situation in which multiple English knowledge short video producers gather together.Similarly,major platforms are also making continuous efforts and playing the role of short video production booster,producing and distributing English knowledge short videos,connecting and matching producers and consumers.So the massive amount of English knowledge short videos is for a limited number of users.How producers attract and retain users and get rid of the risk of being diluted by high-quality short videos has become an urgent problem to be solved.Based on the continuous use model of information system,this paper constructs a theoretical model of the influencing factors of English knowledge short video user stickiness and puts forward hypotheses.Combined with perceived value theory,social impact theory and the characteristics of English knowledge short video,content value,social value,emotional value,social impact and information source are introduced as independent variables,satisfaction as intermediary variables and user stickiness as dependent variables.Using a variety of scientific investigation methods and literature research methods to master the concept,characteristics and development of English knowledge short video;Sort out and summarize the relevant research of domestic and foreign scholars on user stickiness,and grasp the source of the concept of stickiness,the influencing factors and analysis methods of user stickiness.The case analysis method summarizes the successful measures of millions of fans English bloggers in account setting,content selection,video production,channel distribution,word-of-mouth publicity and so on.Using the methods of questionnaire survey and statistical analysis,and referring to the mature scales at home and abroad,this paper constructs the measurement table of the influencing factors of user stickiness,and implements the pre survey to modify and improve the questionnaire.Subsequently,the official survey put 500 questionnaires on the social platform,and a total of 461 valid samples were obtained.Through SPSS22.0 and AMOS23.0 software carries out descriptive statistical analysis,reliability and validity analysis and structural equation modeling on the questionnaire data to verify and test the research model and hypothesis.The research data show that emotional value,social value,information source and social impact all affect the stickiness of English knowledge short videos through the intermediary of satisfaction,while users’ perception of content value does not significantly affect satisfaction.After comprehensively analyzing the above research results,this paper puts forward four strategies to enhance the stickiness of English knowledge short video users,using emotional narration,paying attention to social interaction,improving identity authentication and carrying out multi-party cooperation,so that English knowledge creators can also achieve sustainable development in content production and user maintenance in the face of the highly competitive Red Sea period.