Research On Influencing Factors Of Short Video User Stickiness Of Health Science Popularization

2016 saw a boom in short videos.In 2019,short videos began to shift from entertainment to knowledge.Each major short video platform has carried out the construction of knowledge area.As a vertical classification of knowledge short videos,health science short videos are gradually becoming the focus of users’ attention.With the promotion of "Healthy China" policy and the improvement of people’s health awareness,there is a large space for the development of short health science videos.In this context,many doctors are willing to create health knowledge for popular science.In the face of complicated short video content,how to attract and retain users and enhance user stickiness is crucial.In order to better understand the factors influencing user stickiness of health science short videos,and put forward some suggestions for enhancing user stickiness of health science short videos in vertical fields.In this paper,the user dimension and the characteristic dimension of health science short videos are studied.Based on perceived value,expected validation,information quality and service quality as independent variables,the impact of each variable on user engagement was explored.Through empirical research,it is found that emotional value,expectation validation and service quality can significantly affect user engagement through the mediating effect of flow experience,and emotional value has the greatest influence on flow experience.However,information value,social value and information quality did not significantly affect flow experience and user engagement.In this paper,hypotheses are verified through data analysis,and practical suggestions are put forward to improve the stickiness of health science short video users according to the research situation.Different types of short health science videos should start from their own positioning and user needs,and help creators retain users and enhance user stickiness by fully benefiting non-verbal symbols,enhancing content richness,attaching importance to user operation and insight into user needs.This study not only refines the theoretical research on short health science videos and user engagement,but also adds data support to the theory through empirical research.