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

摘要

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.