| With the changing market demand,various mobile social platforms with different attributes and functions have emerged one after another.The mobile social platform based on the UGC model has a place in the fierce market competition due to its diversity,convenience,entertainment,and the characteristics of meeting the currently fragmented rhythm of life.However,after several years of development,the mobile social platform market based on the UGC model has become nearly saturated,and industry competition has become increasingly fierce.If you want to maintain the long-term development of the platform,you must retain users as much as possible,therefore,more and more research scholars have focused on improving platform user stickiness.Based on the enlightenment of such research,this article decided to explore the factors influencing user stickiness of mobile social platforms based on the UGC model,and then help the platform to identify effective ways to increase user stickiness.Firstly,this paper summarizes the previous research conclusions and related research results in detali,and on this basis,draws on the theoretical framework of S-O-R,constructs a conceptual model of user stickiness influencing factors of mobile social platforms based on the UGC model,and deeply analyzes the relationship and interaction between the research variables influence.In particular,for the selection of independent variables,this article cuts into the dual perspectives of platform and users,divides independent variables into personalized service dimensions and user-perceived value dimensions.Among them,the personalized service dimension includes two variables,interactive atmosphere and customized services,and the user’s perceived value dimension includes four variables:perceived usefulness,perceived ease of use,perceived interest,and personal belonging.At the same time,this study also introduces flow experience as a mediating variable and privacy risk perception as a moderating variable to analyze the partial mediating effect of flow experience between variables and user stickiness and the negative moderating effect of privacy risk perception on user stickiness.Secondly,for research design and practical operation,this paper uses questionnaire surveys to collect data.Taking the youth user groups of the mobile social platform based on the UGC model as the main sample source,using SPSS26.0 and AMOS24.0 analysis tools to perform sample feature description and hypothesis test analysis on the recovered 426 valid data.The empirical results found that the variable relationships and research hypotheses involved in the conceptual model of user stickiness influencing factors on mobile social platforms based on the UGC model are all valid.That is,interactive atmosphere,customized services,perceived usefulness,perceived ease of use,perceived interest,personal belonging,flow experience and privacy risk perception are all influencing factors of platform user stickiness.At last,starting from the standpoint of the mobile social platform based on the UGC model,it is proposed to gradually enhance the user stickiness of the platform through three aspects: enhancing user perception value,enhancing platform competitiveness and innovative platform marketing methods.Provide theoretical reference and model reference for follow-up research. |
