Research On The Factors Influencing The Stickiness Of Legal Short Video Users

With its mobile,lightweight,fragmented and other characteristics,short video has become one of the most popular media modes for users at present,and has also become a new front for legal publicity.With the advent of the "Internet plus+rule of law era",the legal science popularization form of "law+short video" has attracted more and more attention.Many organizations and individuals with legal backgrounds have rushed into the legal short video market,and produced various types of legal short video.In the face of limited users,how creators attract,retain and transform users,make the communication effect of legal short videos play a greater role,and further expand the audience of legal science popularization is one of the problems that creators need to solve.This paper selects "Luo Xiang said criminal law" in station B as the case,takes its audience as the research object,takes the information system continuous use model as the model framework,adds three independent variables of perceived value theory,flow experience theory and social impact on the basis of literature review and previous research,retains the user satisfaction in the original model as the intermediary variable,and adds the participation level and user individual attribute as the interference variable,User stickiness as a dependent variable.In order to explore the influence degree and mechanism of each variable on user stickiness,questionnaire survey and statistical analysis were used for research.A total of 458 questionnaires were finally collected,and 396 valid questionnaires were obtained after excluding non-target groups and invalid questionnaires.Through SPSS26.0,the descriptive statistical analysis,reliability and validity test,correlation test,regression analysis,intermediary effect test and single factor impact analysis were carried out on the questionnaire data to verify the research model and hypothesis.The results of data analysis show that perceived value,flow experience and social impact can all have a partial intermediary effect on user stickiness through user satisfaction;The level of participation and individual attributes of users have no significant impact on user stickiness.In response to the above research conclusions,this study proposes strategies to enhance the stickiness of legal short video users from three aspects: channel distribution,content production,and attention to user needs,and provides some feasible suggestions for legal short video creators in attracting,retaining,and transforming users.