Internet User Stickiness in the Social Q & A Community from the Perspective of Interactivity – A Case Study on Zhihu Website

Abstract

This paper mainly explores how the user’s perceptual interaction towards a specific website affects the user stickiness and the interaction mechanism of various influencing factors of user stickiness, which may encourage socialized Q & A community operators to adopt more appropriate ways to enhance user’s stickiness. We comprehensively use the planning behavior theory and technology acceptance model with the perceptual perspective of interaction. Based on the framework of “belief → attitude → intention”, an attempt is made to construct a conceptual model of influencing factors of user stickiness in socialized Q & A community by collecting the data through questionnaire survey, and using spss23.0 and amos23.0 to analyze the data and validate the model. The empirical research results prove that the factors such as perceived usefulness, perceived ease of use, information exchange perception, social interaction perception satisfaction, and heart flow experience have positive effects on social users. We conclude that the operators can build and consolidate user engagement, attract and retain the users by enhancing interactive perception, optimizing user experience, and improving their satisfaction.