Title: A Study of the Influence of User Perception on User Stickiness in Content-based Mobile Social Media
Author: Xue Kaiyuan
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.689-702) Proceedings PDF
Abstract
Content-based mobile social media is a social platform with mobile smart terminal devices as the carrier, user original content as the main production mode, and graphic or short video as the information transmission mode. With the innovation of mobile terminal application technology, smart terminals have been developing rapidly. Users’ time is gradually fragmented, and users’ information needs are more personalized, which also promotes the prosperous development of content-based mobile social media. Currently, the volume of mobile social media users is in the saturation period after the surge, and the match between user browsing behavior and platform content is the key to the success of mobile social media. At this stage, the homogenization of social media mobile terminals is becoming increasingly serious, and although the platform’s novel function modules are emerging, the function layout is relatively hidden and the operation interface is complicated, and there are also some social platforms that do not pay enough attention to the security of user information, and there are frequent incidents of user information leakage, which may lead to the loss of users. Therefore, this study took content-based mobile social media as the research subject to explore the influence of user perception on user stickiness. A theoretical research model based on the information system success model was built and combined with the psychological state of the users of content-based mobile social media. Starting from the perspective of user perception and the application context of content-based mobile social media, this study categorized user perception into system quality, information quality, service quality, utilitarian value and hedonic value, and explored the influence of user perception on user stickiness through empirical analysis.
This study adopted the quantitative method, using a questionnaire survey. Questionnaires were distributed and collected through online and offline channels, with a total of 770 distributed and 659 valid questionnaires, with a response rate of 85.6%. In terms of data analysis, the statistical analysis tool SPSS was first used to carry out the preliminary reliability and validity tests, descriptive statistical analysis and regression analysis between variables. The results of the study indicate that improvement of system quality, improvement of information quality, high quality service experience, hedonic value and utilitarian value that users get from social media platforms are all positively correlated with user stickiness.
Keywords: information system success model, content-based mobile social media, user perception, user stickiness
A Study of the Influence of User Perception on User Stickiness in Content-based Mobile Social Media /
6317195022 Xue Kaiyuan 2567 (2024) A Study of the Influence of User Perception on User Stickiness in Content-based Mobile Social Media สารนิพนธ์ (Independent Study), Advisor: Dr. Zhang Li, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University