自移动短视频平台的爆火以来,用户规模快速扩张,对于这一变现能力强大的市场,原本的长视频企业与其它领域的互联网企业也纷纷投身移动短视频平台的开发、运营。各短视频平台正在经历激烈的市场争夺,而一个平台要想在最终获得一个较大的...自移动短视频平台的爆火以来,用户规模快速扩张,对于这一变现能力强大的市场,原本的长视频企业与其它领域的互联网企业也纷纷投身移动短视频平台的开发、运营。各短视频平台正在经历激烈的市场争夺,而一个平台要想在最终获得一个较大的市场份额,就需要提高用户的忠诚度。因此,哪些因素如何影响用户的忠诚度对于移动短视频平台的企业战略、策略的制定具有巨大价值。本文对企业社会责任与短视频平台用户忠诚度提出了相关的模型和假设,并通过网上问卷的形式进行调查。所收集的有效数据通过SPSS 26.0软件和AMOS软件进行分析,对模型和假设进行验证。最后对移动短视频平台企业如何通过承担责任保证用户忠诚度提出了实质性的建议。研究结果表明,回馈社会责任正向影响用户感知价值;平台监督与治理责任对用户感知价值无显著影响;内容生产责任显著正向影响用户感知价值;回馈社会责任对态度忠诚和行为忠诚无显著影响;平台的监督与治理责任对态度忠诚无显著影响,但会负向影响行为忠诚;内容生产责任显著正向影响态度忠诚与行为忠诚;用户感知价值显著正向影响态度忠诚和行为忠诚。Since the popularity of mobile short video platforms, the number of users has expanded rapidly. For this market with strong liquidity, original long video companies and Internet companies in other fields have also devoted themselves to the development and operation of mobile short video platforms. Various short video platforms are experiencing fierce market competition, and if a platform wants to eventually gain a larger market share, it needs to improve user loyalty. Therefore, what factors and how they affect user loyalty are of great value to the formulation of corporate strategies and strategies for mobile short video platforms. This article puts forward related models and hypotheses about corporate social responsibility and short video platform user loyalty and conducts a survey through an online questionnaire. The collected valid data were analyzed through SPSS 26.0 software and AMOS software to verify the model and assumptions. Finally, we put forward substantive suggestions on how mobile short video platform companies can ensure user loyalty by taking responsibility. The research results show that giving back to social responsibility has a positive impact on user-perceived value;platform supervision and governance responsibilities have no significant impact on user-perceived value;content production responsibility has a significant positive impact on user-perceived value;giving back to social responsibility has no significant impact on attitudinal loyalty and behavioral loyalty;the platform’s supervision and governance responsibilities have no significant impact on attitudinal loyalty, but will negatively affect behavioral loyalty;content production responsibility has a significant positive impact on attitudinal loyalty and behavioral loyalty;user-perceived value has a significant positive impact on attitudinal loyalty and behavioral loyalty.展开更多
文摘自移动短视频平台的爆火以来,用户规模快速扩张,对于这一变现能力强大的市场,原本的长视频企业与其它领域的互联网企业也纷纷投身移动短视频平台的开发、运营。各短视频平台正在经历激烈的市场争夺,而一个平台要想在最终获得一个较大的市场份额,就需要提高用户的忠诚度。因此,哪些因素如何影响用户的忠诚度对于移动短视频平台的企业战略、策略的制定具有巨大价值。本文对企业社会责任与短视频平台用户忠诚度提出了相关的模型和假设,并通过网上问卷的形式进行调查。所收集的有效数据通过SPSS 26.0软件和AMOS软件进行分析,对模型和假设进行验证。最后对移动短视频平台企业如何通过承担责任保证用户忠诚度提出了实质性的建议。研究结果表明,回馈社会责任正向影响用户感知价值;平台监督与治理责任对用户感知价值无显著影响;内容生产责任显著正向影响用户感知价值;回馈社会责任对态度忠诚和行为忠诚无显著影响;平台的监督与治理责任对态度忠诚无显著影响,但会负向影响行为忠诚;内容生产责任显著正向影响态度忠诚与行为忠诚;用户感知价值显著正向影响态度忠诚和行为忠诚。Since the popularity of mobile short video platforms, the number of users has expanded rapidly. For this market with strong liquidity, original long video companies and Internet companies in other fields have also devoted themselves to the development and operation of mobile short video platforms. Various short video platforms are experiencing fierce market competition, and if a platform wants to eventually gain a larger market share, it needs to improve user loyalty. Therefore, what factors and how they affect user loyalty are of great value to the formulation of corporate strategies and strategies for mobile short video platforms. This article puts forward related models and hypotheses about corporate social responsibility and short video platform user loyalty and conducts a survey through an online questionnaire. The collected valid data were analyzed through SPSS 26.0 software and AMOS software to verify the model and assumptions. Finally, we put forward substantive suggestions on how mobile short video platform companies can ensure user loyalty by taking responsibility. The research results show that giving back to social responsibility has a positive impact on user-perceived value;platform supervision and governance responsibilities have no significant impact on user-perceived value;content production responsibility has a significant positive impact on user-perceived value;giving back to social responsibility has no significant impact on attitudinal loyalty and behavioral loyalty;the platform’s supervision and governance responsibilities have no significant impact on attitudinal loyalty, but will negatively affect behavioral loyalty;content production responsibility has a significant positive impact on attitudinal loyalty and behavioral loyalty;user-perceived value has a significant positive impact on attitudinal loyalty and behavioral loyalty.
