Analysis Of The Influencing Factors Of BILIBILI User Stickiness Based On The Hooked Model

According to the 2022 earnings data released by BILIBILI,the ratio of DAU/MAU in the fourth quarter was 28%,and behind this value means greater user retention,higher user stickiness,and greater user business value.At the same time,the platform attributes and cultural attributes of BILIBILI are highly compatible with young people,so it is important to study the factors influencing the high user stickiness of BILIBILI for the development of video websites.This paper studies the factors influencing user stickiness of BILIBILI,taking the Hooked model as the entry point and combining with the ECM-ISC model.Firstly,combining the current development status of BILIBILI and the characteristics of users’ participation behavior,the research analyzes and summarizes the possible factors affecting users’ stickiness.Secondly,uses the questionnaire to collect sample data.Then,descriptive statistical analysis and reliability analysis of the sample data are conducted by SPSS software,and the structural model of the factors influencing user stickiness of BILIBILI is tested for goodness of fit and hypothesis testing by AMOS software.This paper extends ECM-ISC and proposes a model of factors influencing user stickiness based on the user’s perspective,using BILIBILI as an example.The empirical results show that the research hypotheses are all confirmed;information quality,service quality,emotional value,and subjective norm have significant positive effects on user expectation confirmation,and expectation confirmation,sense of belonging,motivation ability,and switching cost have significant positive effects on user stickiness.Finally,based on the test results,this paper puts forward seven suggestions for video websites to improve user stickiness: digging deeper for high-quality content and improving video content quality;optimizing algorithmic recommendations and improving website service quality;improving users’ emotional energy and creating a sense of belonging;satisfying users’ different usage motives and continuously improving user expectations;increasing user rewards and encouraging interactive participation;simplify product and feature-related operations and focus on practicality;improve conversion costs and enhance the core value of video sites.