User Stickiness Research Articles

Research on the Development of Image Processing Software Industry - Taking "Meitu Xiuxiu" and "Xingtu" as Examples

This research starts with an analysis of the operating models of two major image processing softwares, Meitu Xiuxiu and Xingtu, and then explores the changes and operating rules under new technological conditions. The study focuses on these new changes under the conditions of popular demand and new technology, and concludes on how to attract users as well as increase user stickiness and enhance the business value of the Meitu platform. The aim is to analyze the development path of the image beatification software industry. As the originator of photo retouching software, Meitu was once a must install software for many girls who loved beauty. It started at the peak and relentlessly developed corresponding mobile phones and original beauty brands. From the initial valuation of more than 10 million yuan, it is not difficult to found the expectation of the capital market. Given the fact that the world is in an era of VUCA (volatility, uncertainty, complexity and ambiguity), the VUCA will determine the unpredictability of changes in the pattern of current business world. To sum up, Meitu should dig deep into the content and build the content ecological core in the "beauty" field of its expertise.

Marketing Strategy Analysis for Mobile Phone Brands Based on The Marketing Mix

Based on the 4p model, this paper analyzes the marketing strategies of mobile phone enterprises by taking Xiaomi and Apple as examples. The results show that Xiaomi mainly uses low - and medium-end mobile phones, closely connect with users through the network, and maintains its market share through its high-cost performance and high user stickiness. Apple, which focuses on high-end phones, provides users with high-quality services and high positioning to attract high-income groups to buy its products, which can serve as a reference for the marketing strategies of different mobile phone brands.

Research on User Stickiness of Logistics Platform and its Influencing factors

Nowadays, our society has undergone a change in the viewpoint of production and manufacturing, and will pay more attention to the needs of the majority of users, and gradually began to make demand-oriented research topics for the development of the times. Logistics platform is also under such a trend, pay more attention to user needs and experience. As the business focus of logistics platforms, how to cultivate user stickiness and continuously cultivate new users and retain old users under the competitive market situation has become a major problem for enterprises. Around these issues, this paper conducts a systematic and in-depth study. Based on the S-O-R theory, this paper uses the stimulus-organism-response model to answer the question of how to continuously improve the participation and willingness of platform users by finding factors that affect the stickiness of logistics platform users. Systematic analysis and process research of logistics platform-related literature guided by the research question identifies four factors that influence logistics platform user stickiness, namely platform gu-enterprise interaction, platform atmosphere cues, user fit and consumer trust, and includes platform network effect as a moderating variable in the research framework. Through the empirical study, the following conclusions were drawn: platform gu-enterprise interaction has a significant effect on user fit, platform atmosphere cues have a significant effect on consumer trust, and user fit and consumer trust have a significant effect on user stickiness. User fit mediates the influence of information request, switching cost, and personnel communication on platform user stickiness, and consumer trust mediates the influence of platform reputation, personalized recommendation, and service remediation on platform user stickiness. Finally, certain management suggestions and research limitation outlooks are given to managers of logistics platforms.

Analysis of the Transformation of Bilibili Video Content from the Perspective of Communication

In today's extremely developed Internet, Bilibili has changed from a niche website to a mainstream media. This paper takes the content transformation in the transformation process of Bilibili as the main research object. It analyzes the content partition change, user growth and "broken circle" publicity according to the content partition data, form change and user portrait in its transformation and development. The results show that the content of Bilibili has gradually become mainstream and ubiquitous. Among them, Generation Z users still occupy a high proportion of users, and Bilibili also makes good use of this user’s feature. The New Year party, live broadcast business and homemade programs have achieved remarkable results. At the same time, during the transformation of Bilibili, problems such as high-profit pressure, reduced user stickiness, and difficulty in supervising the infringement of secondary creative content also emerged. Taking Bilibili as the research object, the research on its transformation from a single-style video website to a social media has reference significance for other domestic video websites.

Research on the companies’ diversification of improving user stickiness

Since China entered the “Internet+” era, social networking platforms have been developed efficiently, and the speed of information transmission has changed qualitatively, most people began to receive all kinds of information through mobile phones, and Internet advertising accounts for most of the market, changing people’s lifestyles and driving the development of various industries. In this context, companies are paying more and more attention to brand value, user quality, and accumulated user stickiness. This paper will combine the different stages of media industry development, how to empower to enhance the user stickiness of enterprises, and explore the following aspects: brand promotion, consumer psychology, marketing strategy, communication methods, etc. Based on the existing successful cases, how enterprises can better use social media to do their marketing work under the background of “Internet +” and become the leading enterprises in the industry. This will be an important issue in the future development planning stage.

Are sticky users less likely to lurk? Evidence from online reviews

ABSTRACT Although many product providers deem user contributions (e.g. online reviews) important, providers often struggle to obtain them, i.e. most users are lurkers who are reluctant to post reviews. This study is conducted to understand better how to delurk users by investigating the role of user stickiness in review posting behaviour. By employing a large-scale dataset from TapTap, a Chinese mobile game community, and conducting a multimethod investigation, this study found that sticky users with a product are more likely to engage in review posting behaviour related to the product. Also, this positive stickiness-post effect varies for some user and product features: (a) the positive relationship between user stickiness and posting behaviour will be strengthened as user expertise rises, (b) the positive stickiness-post relationship will be alleviated when products are collaborative-consuming products (vs. private-consuming products), (c) and the positive stickiness effect on review posting behaviour will be stronger when product providers are small-scale (vs. large-scale). These findings provide a comprehensive understanding of biases in lurking/posting behaviour related to user stickiness and help product providers gain insights into delurking users and gathering user intelligence.

A Study on the Factors Influencing Users" Willingness to Pay on Online English Knowledge Platforms

With the rapid development of the mobile internet, the way people access information and knowledge is changing and acquiring knowledge from the internet has become a daily choice. Against this background, " pay for knowledge " has emerged as an emerging industry combining the Internet and the content industry, with a growing number of knowledge payment platforms. Competition is also becoming more intense and user retention rates are low. In order to promote the sustainable development of online knowledge payment platforms, platform operators need to have a comprehensive understanding of the factors that influence users" willingness to pay. Based on this, this study constructs a theoretical model to influence college students" willingness to pay for knowledge based on the platform interaction perspective and introducing user stickiness and trust as mediating variables. The study found that all factors of platform interactivity had a significant positive impact on user stickiness and trust. User stickiness and trust have a significant positive effect on willingness to pay. In addition, the mediating role of user stickiness and trust is validated. Through these research results can be found compared to other types of platforms, interaction between users and between teachers and users is more important in the management of language platforms, only by improving the interactive capability of the platform can we better improve the learning effect of the users and make them feel that the platform is useful for them to improve their English skills, makes recommendations for platform operators.

A Study on the Influence of In-game Photography Mode Central Flow Exper ience on Player s" Stickiness - Mediated by Player s" Emotional Attachment

With the advent of the gaming era, people"s awareness and behavior toward games have also changed significantly. Game user stickiness refers to the continuous and dependent behavior formed through game products. Choosing in-game photography mode as the research object and exploring its users" behaviors are essential in improving game players" recording ability and promoting game development. Based on the structure of "cognition, attitude, and behavior," this thesis integrates theories of flow experience and emotional attachment to construct a theoretical model of the influence mechanism of game photographers" stickiness and validates it by using structural equation modeling. The results show that flow experience positively influences players" emotional attachment, emotional attachment directly and positively influences user stickiness, and emotional attachment partially mediates in the process of flow experience influencing user stickiness. Therefore, in the function design and development of game photography, we must pay attention to the usability and practicality of game photography, deeply understand gamers" psychological preferences and emotional needs, and provide more personalized functions for them, especially paying attention to cultivating and maintaining user stickiness.

How does platform's fintech level affect its word of mouth from the perspective of user psychology?

The rapid development of fintech has brought opportunities for business operations and economic development. Currently, few researches have focused on how fintech level affects word-of-mouth (WOM) from the perspective of user psychology. Therefore, studying the effect of fintech level on WOM is a worthwhile scientific question. Based on motivation theory and reinforcement theory, this paper proposes a new psychology-based theoretical framework model to study the relationship between fintech level and WOM and constructs a structural equation model including fintech level, user experience, user trust, user stickiness and WOM through the analysis of 732 questionnaires. The results indicate that the improvement of fintech level can enhance WOM. More specifically, fintech level has a significantly positive influence on user stickiness through two mediation variables (user experience and user trust), and further, user stickiness has a significantly positive influence on WOM. This paper analyzes the internal mechanism of fintech level's influence on WOM from the micro psychological perspective, which enriches the psychology theoretical research. And, the conclusions provide specific suggestions for marketing and promotion of financial platforms in the future.

Research on Information Quality Evaluation Method of Q&A Community from the Perspective of Fuzzy Evaluation

[Purpose/significance] Facing the current situation of information overload in the Q&A community, this paper discusses how to effectively evaluate the quality of information released in the community, so as to facilitate the staff of Q&A community to screen and recommend valuable and practical answers for platform users, which will enhance user stickiness. [Method/process] Firstly, the hesitant fuzzy information evaluation matrix is established for the qualitative evaluation information. Secondly, the entropy weight method is used to initially weight the indicators in consideration of the subjectivity of information matrix. Then, considering the overlap of indicator information, the initial weights are revised based on the correlation between the indicators to improve the accuracy of answer sorting. Finally, a comprehensive ranking of answer quality is obtained based on the weighted grey relational analysis method, and the optimal answer is selected. [Result/conclusion] An example of technical Q&A community from CSDN is selected to analyze. The results show that the hesitant fuzzy sets as evaluation information can effectively solve the problem of evaluation personnel’s judgment level difference, and the revised index weights are used to make the answer ranking more in line with the actual situation

Research on Methods to Enhance User Stickiness in Online Healthcare Platforms - A Case Study Based on Yilu

As the population grows in China, the proportion of national spending on healthcare has increased, which promoted the development of China's internet healthcare industry. However, the number of active users in China's Internet healthcare industry is not desirable. Many users still have trust problems with online medical consultations. User stickiness and usage rates have become one of the challenges of the current Internet healthcare platforms. This paper uses Ali Health as an example to examine ways in which online healthcare platforms can enhance user stickiness. By using the case study method, it is found that there are only three ways for Yilu to enhance user stickiness. From the perspective of traffic drainage, Yilu can expand its business to multiple platforms by taking advantage of the parent company's advantages and actively innovating traffic drainage methods. Emotionally resonate with users and attracts more users. From the perspective of products, Yilu uses a series of comprehensive high-quality services, and reliable products like its medicines to increase its user stickiness. From an operational point of view, Yilu's WeChat community, membership system, and points system can also help enhance their user stickiness. Through research on Yilu's method of enhancing user stickiness, it can provide a reference for other enterprises in China’s Internet medical industry to meet users' needs, continuously improve platform services, and ultimately achieve healthy industry development.

Analysis of the Marketing Strategy of Alipay Payment Method under the Internet Economy

With the rapid development of mobile payment, third-party payment platforms as well as payment services continue to innovate. The emerging payment methods have not only changed consumers' daily life, but also cultivated their consumption habits. More and more domestic and foreign companies are joining the market competition. Facing the complex market environment, how to seize the market becomes the goal of all companies. The Alipay platform stands out among many third-party payment platforms and has become the largest mobile vendor in the world. The research theme of this paper is to study the marketing strategy of Alipay, and to analyze the existing marketing problems of Alipay and to suggest solutions. This paper is based on the theories of mobile payment, marketing strategy, and user stickiness, and the current situation of Alipay to analyze the marketing strategy. Through extensive literature reading and data compilation, Alipay's marketing strategy is divided into six aspects: living payment ecosystem, fun marketing, cash withdrawal exemption, unique business, monopoly exclusivity, and transaction security. Finally, based on the above analysis, this paper makes three suggestions on how to improve Alipay's marketing strategy: strengthen the publicity work to make more consumers use Alipay with peace of mind; carry out market segmentation and provide personalized service to customers; improve product competitiveness and create brand effect.

What Drives User Stickiness and Satisfaction in OTT Video Streaming Platforms? A Mixed-Method Exploration

Globally, over-the-top (OTT) video-streaming platforms are proliferating. While it has increased in popularity, there is limited academic research into its usage. However, there is a limited understanding of gratifications associated with them. This study employs a mixed-research design in two phases for model development. In Phase-1, a qualitative study using in-depth interviews was conducted to uncover major gratifications connected to OTT video-streaming platforms. The study identified six different gratifications of OTT (entertainment, escape, modality, navigability, passing time, and personalization). Based on the findings from Phase-1 and relevant literature, this research builds a model integrating uses and gratifications, affective media satisfaction, and stickiness. In Phase-2, the research model is empirically validated by analyzing survey data. The result of the study suggests that entertainment, modality, navigability, and escape have a significant positive association with affective media satisfaction. Similarly, modality, pass time, escape, and personalization gratifications are associated with stickiness. In addition, affective media satisfaction mediates the relationship between entertainment and navigability with stickiness. The study contributes to the literature by integrating gratifications, satisfaction, and stickiness in a single framework and provides valuable implications for researchers and practitioners in mass digital media in general and OTT video streaming platforms in specific.

Effects of interactivity affordance on user stickiness in livestream shopping：identification and gratification as mediators

In this day and age, livestream shopping is developing by leaps and bounds in China. It has been proved that livestream shopping is efficient in attracting customers and boosting the sales of products. However, very little research has been carried out on user stickiness, which plays a valuable role in business success. In light of the stimulus–organism–response framework (S–O–R), a multiple-mediation model (identification and gratification as mediators) was established to examine the effect of interactivity affordance (S) on the user stickiness (R) of a sample of 489 Chinese livestream viewers. Structural equation modeling with bootstrapping estimation was performed to examine the mediating roles of identification (O-cognitive) and gratification (O-affective). The modeling results revealed that the relationship between interactivity affordance and user stickiness was partially mediated by identification combined with utilitarian gratification and fully mediated by identification combined with hedonic gratification. The findings stress the importance of categorizing gratifications. In addition, these findings offer new perspectives for understanding the effects of IT affordance on user stickiness.

Research on the Impact of Perceived Interaction on User Stickiness in the Context of Tiktok E-commerce Live Broadcast -- The Mediating Role Based on Emotional Attachment

COVID-19 has been recurrent for the last three years, the competition in the e-commerce live broadcast market of ‘more, faster, better and more economical’ is becoming increasingly fierce. The Tiktok app as a typical e-commerce live broadcast platform that urgently needs to improve user stickiness to stabilize traffic. Based on the survey of users, this paper explores the influencing factors of user stickiness of e-commerce live broad-cast platform according to CAC theory, and uses SPSS software to test the obtained data. Studies have shown that perceived interaction positively affects emotional attachment, and emotional attachment positively affects user stickiness, perceived interaction can be divided into user control, connectedness, responsiveness, and entertainment, emotional attachment can be divided into platform identity and platform affection. Based on the research conclusions, reasonable suggestions are put forward for e-commerce live broadcast platform.

Research on the Influence of Mobile Short Video Platform Recommendation Information Characteristics on User Stickiness

The outbreak of the scientific and technological revolution has brought about the vigorous development of the digital economy. Many short video APPs have gradually come into people’s sight and become important tools for leisure and entertainment. At this time, improving user stickiness has become the key to their competitiveness and long-term development. As a major feature of short video platform, information recommendation plays an important role in the sticky behavior of users. Therefore, targeted research on the internal mechanism of platform recommendation information features for user stickiness will help to improve the platform user stickiness. Based on the stimulus organism response theory, this paper constructs a theoretical model of the impact of the characteristics of recommendation information on the user’s sticky behavior during the use of mobile short video, and investigates 336 mobile short video platform users through online questionnaires. The research shows that the accuracy, benefit, interest and surprise of mobile short video recommendation information have a positive impact on users’ flow experience and sticky behavior; The flow experience has a positive impact on the sticky behavior of mobile short video users. This paper puts forward management suggestions for the management and operators of mobile short videos to help them optimize the design of their products, and recommends more accurate, profitable, interesting and surprising information based on user characteristics to stimulate users’ flow experience, thus improving users’ stickiness and helping enterprises achieve long-term development.

A study of factors influencing user stickiness behavior in online learning communities—Based on the theory of interactive ritual chains

Since the outbreak of the COVID-19 in 2019, online learning has become an important way of acquiring knowledge, and informal online learning communities are more flexible in terms of knowledge co-creation and sharing. How to establish and maintain user stickiness in online learning communities is an important issue for the long-term survival and development of communities. Based on the theory of interactive ritual chains, this paper explores the influence of interactive rituals on users' sticky behavior, using short-term user satisfaction as a mediating variable, and uses the findings to build a user-type matrix to further analyze users and build a user relationship maintenance network for different types of users.

Empirical Study on the Factors Affecting User Stickiness of Online Visual Art Platform From the Perspective of User Experience

Empirical Study on the Factors Affecting User Stickiness of Online Visual Art Platform From the Perspective of User Experience

Research on User's Willingness to Pay for Educational Content Based on the ELM

This article uses the elaboration likelihood model (ELM) as the foundational theoretical framework to comprehensively analyze various factors that affect the behavior of users paying for educational content in the central and peripheral pathways. This study fills the gaps in research perspectives and systems from the past and expands the application areas of the elaboration likelihood model. From a practical perspective, the research results of this paper partially address the series of problems in knowledge payment, provide feasible suggestions to enhance user stickiness of educational content payment platforms. Furthermore, the research results can also promote the high-quality development of the content payment industry and provide support for economic recovery after the pandemic.

Research On the Strategy of Social Mobile Application Going to Sea - Taking TikTok as An Example

In recent years, short video, a form of Internet content dissemination, has become popular in China. With the rapid development of mobile terminals and the Internet today, short video platforms are increasingly favored by the general audience. Tiktok, which has a high market share in China's mobile social field, launched an overseas version of tiktok in due time. Because of its unique overseas competition strategy, Tik tok stands out from many competitors, showing characteristics of high revenue growth rate, large user stickiness and fast expansion speed, and is well received by overseas users. Based on a large amount of information collected, this paper first analyses the basic overview of TikTok. Then, an in-depth analysis of TikTok's competitive strategy is presented from different aspects, such as the company's growth path, its main competitors, and the strengths and weaknesses of its products. Finally, TikTok's successful experience is summarised, and some suggestions are made to address the current problems, aiming to provide a positive reference for mobile social applications abroad.