Research On The Influence Of Recommended Information Features On User Stickiness In Mobile Short Video Platforms

The popularity of mobile internet has driven the development of numerous new media social platforms,among which short videos have become a popular new medium among the public due to their innovative content dissemination.In order to better meet user needs and provide users with a better user experience,personalized recommendation systems are widely used in mobile short video platforms.However,at the same time,there are also problems such as high similarity,boredom,and low quality of recommendation video information,resulting in poor user experience and loss of platform users.Looking back at previous studies,it has been found that there is relatively little research on personalized recommendation systems in the field of mobile short videos,and there is less attention paid to the recommendation information itself;In addition,scholars have also overlooked the key role of psychological factors in the study of user stickiness in the field of mobile short video platforms.In the current process of shifting from product technology marketing to independent user thinking and judgment,the role of user psychological factors cannot be ignored,as they can effectively predict the creation of future business value.Based on this,this article takes mobile short video platforms as the research background,starts from personalized recommendation information features,introduces flow experience as a mediating variable,and constructs a research model for the user stickiness of mobile short video platform recommendation information features.Through questionnaire design,distribution,and collection,regression analysis,structural equation validation,and other empirical studies were conducted on 458 valid questionnaires.The following conclusions were drawn:(1)The recommended information characteristics of mobile short video platforms(accuracy,profitability,interest,and surprise)have a positive impact on user stickiness,with profitability having a slightly higher impact on user stickiness than the other three dimensions;(2)The characteristics of mobile short video platform recommendation information have a positive impact on the flow experience(perception control,mental concentration ratio,and pleasure),and the four dimensions of recommendation information characteristics have different degrees of impact,of which accuracy has a slightly higher impact on perception control,interest has a slightly higher impact on mental concentration ratio,and surprise has a slightly higher impact on pleasure;(3)The flow experience has a positive impact on user stickiness,with pleasure having a slightly higher impact on user stickiness than the other two dimensions;(4)The flow experience plays a mediating role in the process of the impact of mobile short video platform recommendation information characteristics on user stickiness.The flow experience plays a more important role in the mesomeric effect of surprise on user stickiness than the mesomeric effect of the other three dimensions on user stickiness.This paper innovatively explores the mesomeric effect of the flow experience,expands the research on the mechanism of the impact of mobile short video platform recommendation information characteristics on user stickiness,and also gives the reasons why users are willing to stay and repeatedly use the mobile short video platform.This research has improved the attention of mobile short video platform operators and managers to users’ flow experience,targeted to meet users’ needs from the four characteristics of recommendation information,and promoted users to have perceptual control,spiritual concentration ratio and pleasure,so as to retain users and maintain the competitiveness of mobile short video platform under the stock background.