Study On The Impact Of Corporate Social Responsibility On User Loyalty In Short Video Platforms

Internet develop rapid,5G grow fast,mobile phones are fully accessible,people’s fragmented browsing habits,all of these contribute to the development of short videos.As short videos are a three-dimensional communication method that combines sound,pictures,text and video,they can better meet the needs of users for social communication and life sharing,are also be used in many scenarios With a wide range of users and high market recognition,short video has great commercial value and broad development prospects.In this context,the mobile short video industry has many market players and fierce competition.This study takes short video platform enterprises as the object,composes the main research concepts and theories of the article through literature research method,takes SOR theory as the framework,constructs the model of short video enterprise social responsibility(stimulus variable)-user CSR perceived quality(organism variable)-user loyalty(psychological change),and constructs the model through questionnaire survey and The model hypotheses were tested by the scientific method of questionnaire and statistical analysis.The following conclusions were obtained:(1)short video platform corporate social responsibility has a significant positive impact on user loyalty,that is,the action of short video platform to fulfill social responsibility is a positive stimulus for users,and the more short video platform companies take social responsibility,the stronger their irreplaceability in users’ minds,the more users rely on the platform,and the stronger user loyalty is formed eventually;(2)short video platform corporate social responsibility has a significant positive impact on user loyalty.video platform enterprise social responsibility has a significant positive impact on users’ CSR perception quality,that is,the more social responsibility the enterprise undertakes,the stronger users’ image perception of its short video platform;(3)users’ CSR perception quality has a significant positive impact on users’ loyalty,that is,users perceive that short video enterprises fulfill more social responsibility,the higher the level of user loyalty generated;(4)users CSR perceived quality plays a partially mediating role between short video platform corporate social responsibility and user loyalty.Based on the conclusions,targeted countermeasure suggestions are proposed to promote short video platform enterprises to fulfill their social responsibility,strengthen users’ CSR perceived quality,and thus enhance user loyalty.These include: actively fulfilling social responsibility and selectively undertaking social responsibility;focusing on users’ preferred needs and strengthening CSR communication;and actively communicating social responsibility fulfillment behaviors to enhance users’ perceived quality.The innovations of this paper:(1)enriches CSR-related research under the short video segmentation industry;(2)makes up for the research on the impact of CSR on non-financial performance;(3)theoretically expands CSR-related research based on the user perspective.