Research on the factors influencing user stickiness of pan-knowledge videos – based on the Bilibili platform

Abstract

The current post-epidemic era has seen a sharp increase in the popularity of pan-knowledge short videos. This study analyzes the factors influencing user stickiness of pan-knowledge short videos based on perceived value theory and technology acceptance model through a questionnaire survey of 252 users of Bilibili. It is found that the role of acquiring knowledge and relieving information anxiety provided by these short videos is the reason for attracting users to browse pan-knowledge short videos. At the level of the perceived value of pan-knowledge short videos, perceived information value, entertainment value, and emotional value all influence user stickiness. At the same time, user stickiness is also influenced by perceived ease of use and social influence.