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

Abstract

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.