A Study On The Influencing Factors Of Life Vlog User Loyalty From The Perspective Of Para-social Interaction

Since 2018,Vlog,as a new form of the short video industry,has gradually entered the public eye with its unique form.Relying on the platform of Bilibili,it has quickly become popular,and more and more users choose to watch Vlog or even personally shoot Vlog.As one of the largest branches of life related Vlogs,many excellent works emerge one after another,which also makes more and more high-quality bloggers stand out.However,there is a lack of sustainable development in current life related Vlogs,and users find it difficult to fall in love with fixed bloggers in the face of complex Vlogs.How to improve user loyalty has become an urgent problem to be solved.At present,research on Vlog is mostly conducted from the perspective of phenomenon analysis,and there is little empirical research to explore the influencing factors of Vlog user loyalty.Therefore,this article conducts empirical research on Vlog user loyalty based on reviewing relevant domestic and foreign references,in order to explore the influencing factors of life related Vlog user loyalty and provide feasible references for the production and development of life related Vlogs.This article starts from the framework of para-social interaction theory and combines theories such as perceived value,self-disclosure,and immersive experience to construct an empirical research model.It innovatively introduces immersive experience as a mediator variable in the model and explores the influencing factors of user loyalty.The research method adopts questionnaire survey method and statistical analysis method.Firstly,the scale of this study is designed by combining classic scales and relevant mature questionnaires.After conducting pre research on the user group of life related Vlog,the questionnaire is revised and formal research is conducted.Finally,a total of353 valid questionnaires are collected for further data analysis to explore the significance behind the data.Through the test of structural equation model and data analysis,this study draws the following conclusions:(1)The cognitive interaction dimension,behavioral interaction dimension,and emotional value of quasi social interaction all affect user loyalty through the mediating variable of immersive experience,in which immersive experience plays a partial mediating role;(2)The cognitive interaction dimension and behavioral interaction dimension of quasi social interaction have a significant positive impact on immersion experience;(2)Emotional value is significantly positive immersion experience;(3)Emotional value significantly positively affects immersion experience;(4)Immersion experience significantly positively affects user loyalty;(5)The attitude interaction dimension of quasi social interaction and Vlogger self-disclosure have no significant impact on immersion experience.This study supplements the empirical research on Vlog in the field of communication studies,expands the application scope of emotional value,immersive experience theory,and user loyalty theory in quasi social interaction theory,perceived value theory,and constructs a model of influencing factors on user loyalty in life related Vlogs.Finally,feasible reference opinions are proposed on how to strengthen user loyalty in life related Vlogs.