Examining the Determinants of User Stickiness in a Mobile Video Application: A Flow Theory Perspective

Abstract

This study investigates the determinants of user stickiness in short video applications through the lens of Flow Theory. A research model is developed to examine the influence of platform-specific factors, namely perceived personalization, design characteristics, and telepresence, on user stickiness, mediated by perceived control and flow experience. The study employs an online survey methodology, collecting data from 761 users of short video applications in China. Structural equation modeling is used to analyze the data and test the hypothesized relationships. The findings reveal that perceived personalization, design characteristics, and telepresence positively influence perceived control and flow experience, which in turn positively affect user stickiness. The study contributes to the literature by extending Flow Theory to the context of short video applications and providing empirical evidence for the role of platform-specific factors in driving user stickiness. Practical implications for short video platform operators are discussed, highlighting the importance of personalization, design, and telepresence in fostering user engagement and retention.