文章摘要
王曼,卢明欣,石进,杨海杰.基于ECT理论和FLOW理论的视频网站用户粘性影响因素研究——以哔哩哔哩为例[J].情报工程,2021,7(1):080-092
基于ECT理论和FLOW理论的视频网站用户粘性影响因素研究——以哔哩哔哩为例
Research on the Influencing Factors of Video Website user Stickiness Based on ECT Theory and Flow Theory —— Taking Bilibili as an Example
  
DOI:10.3772/j.issn.2095-915X.2021.01.007
中文关键词: 哔哩哔哩;主观规范;归属感;用户粘性;心流体验;结构方程模型
英文关键词: Bilibili; subjective norms; sense of belonging; user stickiness;expectation confirmation; flow experience; structural equation model
基金项目:国家社科基金项目“面向国家安全的情报研究”(18FTQ005)。
作者单位
王曼 南京大学信息管理学院 南京 210023 
卢明欣 南京大学信息管理学院 南京 210023 
石进 南京大学信息管理学院 南京 210023 
杨海杰 南京大学信息管理学院 南京 210023 
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中文摘要:
      [ 目的/ 意义] 本次研究不仅能够丰富和深化信息系统持续使用理论体系,以期揭示和预测视频网站用户的行为规律。同时也能为各类视频网站洞察用户心理需求、提升用户粘性提供一定的理论参考。[ 方法/ 过程] 文章基于信息系统持续使用模型,融入期望确认理论和心流体验理论,以哔哩哔哩用户为研究对象,构建哔哩哔哩用户粘性影响因素的概念模型,利用统计分析软件AMOS 分析问卷数据,证实了研究假设与模型的有效性。[ 结果/ 讨论] 研究发现,哔哩哔哩在用户满意度、主观规范、心流体验方面取得了成功,它们直接显著影响用户持续使用意愿,进而获得了较高的用户粘性。同时,相较于竞争对手,哔哩哔哩在内容的广度和深度方面还有较大的提升空间。
英文摘要:
      [Purpose / significance] This study can enrich and deepen the theoretical system of continuous use of information system, in order to reveal and predict the behavior of users of video websites. Moreover, it can also provide some theoretical reference for all kinds of video websites to insight into users’ psychological needs and enhance user stickiness. [Method /process] Based on the information system continuous use model, this paper integrates Expectation Confirmation theory and Flow experience theory, takes Bilibili users as the research object, constructs the conceptual model of Bilibili users’ stickiness, and analyzes the questionnaire data by using statistical analysis software Amos, which proves the validity of the research hypothesis and model. [Result / discussion] It is found that Bilibili has achieved success in terms of user satisfaction, subjective norms and cardiac flow experience, which directly and significantly affect the user’s intention to continue to use, thus obtaining higher user stickiness. Meanwhile, compared with its competitors, Bili Bili has more room for improvement in the breadth and depth of its content.
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