Study on the Influential Factors of the Social Platforms Users Loyalty: The Flow Theory Perspective——Take Mobile Short Video Software as an Example

DOI

10.2991/sschd-18.2019.19How to use a DOI?

Keywords

The Flow Theory, Short Video Social Applications, User Loyalty.

Abstract

In the rapidly developing self-media era, mobile short video social applications have become a brand-new form of social entertainment, which have aroused widespread concern. In order to promote these applications and increase user usage, this paper, on the basis of flow theory, took users of it as the research object, and constructed a model of influencing factors on user loyalty. Based on a comprehensive analysis of 196 valid samples, this paper explored the relationship between eight factors and user loyalty in three dimensions: conditional factors, experiential factors and resultant factors. Finally, the hypothesis will be validated through data analysis, and this paper puts forward effective marketing suggestions for the development of short video social application in the future according to the three most obvious factors. These conclusions will provide reference for the operation and development of other similar industries and promote the sustainable development of the short video industry.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yu-Ting XU
AU  - Ying-Si ZHAO
PY  - 2019/01
DA  - 2019/01
TI  - Study on the Influential Factors of the Social Platforms Users Loyalty: The Flow Theory Perspective——Take Mobile Short Video Software as an Example
BT  - Proceedings of the 4th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2018)
PB  - Atlantis Press
SP  - 107
EP  - 114
SN  - 2352-5398
UR  - https://doi.org/10.2991/sschd-18.2019.19
DO  - 10.2991/sschd-18.2019.19
ID  - XU2019/01
ER  -