Influencing factors of young people’s short video switching behaviour based on grounded theory
ISSN: 0264-0473
Article publication date: 8 February 2023
Issue publication date: 24 May 2023
Abstract
Purpose
This study aims to explore the switching behaviour of short video (SV) users and its influencing factors and promote the sustainable development of SV platforms (SVPs) and the marketing strategy formulation of library and information institutions.
Design/methodology/approach
Using the qualitative research method of semi-structured interviews and grounded theory, this study conducts an exploratory study on the user switching phenomenon of an SVP. The authors encoded the interview text at three levels, extracted the factors influencing user switching behaviour on an SVP and constructed the corresponding theoretical model.
Findings
This study identifies the following major internal and external factors influencing user switching behaviour of SVP: platform quality, social environment, individual characteristics and use needs. It also elaborates on the impact of these internal and external factors on user switching behaviour.
Originality/value
This study explored the factors influencing SV user switching behaviour and constructed corresponding theoretical models, enriching research in information technology and social media switching. In practice, this study helped the existing SVPs and library and information institutions establish a corresponding early warning mechanism to prevent the loss of existing users and attract new users.
Keywords
Acknowledgements
This work was supported by the “Research on the Evaluation of Library Social Media Marketing Effect from the Perspective of User Perception” of the 2022 Yunnan Provincial Philosophy and Social Sciences Planning Project (Project No. YB2022096), the “Field Experimental Research on the Competition Game of the Impact of Digital Inequality on Belief Bias, Competitive Willingness and Income” (Project No. 72063035) of the National Natural Science Foundation of China (NSFC), and the “Research on the Impact of Gender Digital Divide on the Gender Difference in Competitive Willingness-Field Experiment Based on Real Labor Competition Game” of General Program of Humanities and Social Science Research of Ministry of Education (Project No. 20XJC790003).
Citation
Chen, X. and Liu, Y. (2023), "Influencing factors of young people’s short video switching behaviour based on grounded theory", The Electronic Library, Vol. 41 No. 2/3, pp. 169-185. https://doi.org/10.1108/EL-09-2022-0207
Publisher
:Emerald Publishing Limited
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