How short video platforms retain customers: focusing on the roles of user stickiness and flow experience

Abstract

Purpose

The highly competitive atmosphere of the short video platforms has increased their similarity, while users possess remarkably diverse preferences, complicating the improvement of user stickiness. To address this issue, this research investigates the effects of different factors, including perceived usefulness, ease, enjoyment, interactivity, and social influence, on user stickiness.

Design/methodology/approach

To estimate these effects, it employs partial least square-structural equation modeling (PLS-SEM), technology acceptance model (TAM3) and theory of planned behavior (TPB) to analyze data collected from a questionnaire distributed among online users between July 20, 2023 and October 28, 2023.

Findings

The results indicate that all the studied factors have positive and significant effects on user stickiness. In addition, they confirmed the considerable effect of flow experience on the relationships between these factors and user stickiness, particularly in interactivity.

Originality/value

These findings show the short video platforms how to manage different factors effectively in stickiness to increase their uniqueness among competitors, attracting and keeping different users by covering their diverse preferences.

Citation

Jia, Y., Zheng, K., Liu, X. and Guo, X. (2025), "How short video platforms retain customers: focusing on the roles of user stickiness and flow experience", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-05-2024-0645