短视频平台推荐契合度对用户冲动浏览行为的影响研究——基于顾客体验的作用

Research on the Infl uence on Preference Fit of Recommendation of Short Video Platforms on Impulsive Viewing Behavior of Customers--Based on the Role of Customer Experience

近年来,以抖音为代表的短视频App用户急剧增加,行业迅速发展,短视频时代已经到来。平台根据用户个人偏好的不同推送差异化的内容,是短视频平台的一大重要特征,基于此,用户经常沉迷于短视频App中,导致原本计划时间外的冲动浏览。本研究通过实证方法,基于顾客体验理论,探索了短视频平台的推荐契合度对用户冲动浏览以及购买意图的影响。本研究构建了AMOS结构模型,得到如下结论:短视频平台的推荐契合度增强了用户的认知体验和情感体验,引发用户冲动浏览的行为,最终积极影响用户在短视频平台的购买意图。这一研究结论将对短视频平台如何通过内容筛选增强用户体验,从而加速引流,增加用户数量,并最终实现流量的变现提供指导。

In recent years,the users of short video apps represented by TicTok has increased dramatically,this industry has developed rapidly,and the era of short video explosion has arrived.Delivering diff erentiated content based on individual user preferences is an essential feature of short video platforms.As a result,users are often addicted to these short video apps,leading to impulsive viewing outside the schedule.Based on customer experience theory,this study explores the impact of preference fi t of recommendation system on users’impulsive viewing and purchase intention through an empirical approach.This study developed the AMOS structural model and concludes that the preference fi t of recommendation system enhances users’cognitive experience and emotional experience,which further induces users’impulsive viewing behavior,and ultimately positively infl uences their purchase intention on the platform.The results of this study can provide references and suggestions on how short video platforms can enhance customer experience through content screening,thereby accelerating the number of guided customer views,boosting the number of users,and ultimately realizing the traffi c monetizing.