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https://doi.org/10.17559/TV-20191007110828

Effect of Core Competence and Brand Personality of Short Video Websites on User Loyalty

Wei Cui ; Business College of Beijing Union University, A3 Yanjingdongli, Chaoyang District, Beijing, China, 100025
Kai Liao ; Department of Global Business Kyonggi University, 154-42, Gwanggyosan-ro, Yeong-gu, Suwon-si, Gyeonggi-do, Korea, 16227
Zi-yang Liu* ; Department of Global Business Kyonggi University, 154-42, Gwanggyosan-ro, Yeong-gu, Suwon-si, Gyeonggi-do, Korea, 16227

Puni tekst: engleski, pdf (1 MB) str. 1771-1776 preuzimanja: 7* citiraj
APA 6th Edition
Cui, W., Liao, K. i Liu*, Z. (2019). Effect of Core Competence and Brand Personality of Short Video Websites on User Loyalty. Tehnički vjesnik, 26 (6), 1771-1776. https://doi.org/10.17559/TV-20191007110828
MLA 8th Edition
Cui, Wei, et al. "Effect of Core Competence and Brand Personality of Short Video Websites on User Loyalty." Tehnički vjesnik, vol. 26, br. 6, 2019, str. 1771-1776. https://doi.org/10.17559/TV-20191007110828. Citirano 06.12.2019.
Chicago 17th Edition
Cui, Wei, Kai Liao i Zi-yang Liu*. "Effect of Core Competence and Brand Personality of Short Video Websites on User Loyalty." Tehnički vjesnik 26, br. 6 (2019): 1771-1776. https://doi.org/10.17559/TV-20191007110828
Harvard
Cui, W., Liao, K., i Liu*, Z. (2019). 'Effect of Core Competence and Brand Personality of Short Video Websites on User Loyalty', Tehnički vjesnik, 26(6), str. 1771-1776. https://doi.org/10.17559/TV-20191007110828
Vancouver
Cui W, Liao K, Liu* Z. Effect of Core Competence and Brand Personality of Short Video Websites on User Loyalty. Tehnički vjesnik [Internet]. 2019 [pristupljeno 06.12.2019.];26(6):1771-1776. https://doi.org/10.17559/TV-20191007110828
IEEE
W. Cui, K. Liao i Z. Liu*, "Effect of Core Competence and Brand Personality of Short Video Websites on User Loyalty", Tehnički vjesnik, vol.26, br. 6, str. 1771-1776, 2019. [Online]. https://doi.org/10.17559/TV-20191007110828

Sažetak
Influenced by the strong demand for fragmented entertainment from network users, the short video industry has entered an unprecedented period of rapid development, but any emerging industry goes through a life cycle. The purpose of this article is to explore the impact of core competitiveness and brand personality on user loyalty in short video industry by using questionnaire survey for Chinese short video users and statistical analysis based on survey data, so as to provide suggestions for short video websites to improve user loyalty and prolong life cycle. Core competitiveness and brand personality are considered as independent variables, user perceived value characteristics as the moderator variable, and user loyalty as the dependent variable to construct the research model. The SPSS and AMOS statistical analysis tools are applied to reliability analysis, validity analysis, and structural equation model analysis of the survey data. The Results show that the core competitiveness of the short video industry has no positive effect on user perceived value; and the brand personality has a significant positive impact on the user perceived value; the core competitiveness of the short video industry has a significant positive impact on the user loyalty; the brand personality has a significant positive impact on the user loyalty; and the user perceived value has a significant positive impact on the user loyalty. Based on the above results, we suggest the short video website improve its core competitiveness through creating original videos, and adopting diversified content production modes, using network transmission and mass media to promote short video products, so as to strengthen the brand communication, shape the brand image and enhance the user perceived value, etc.

Ključne riječi
brand personality; core competitiveness; short video website; user loyalty; user perceived value

Hrčak ID: 228527

URI
https://hrcak.srce.hr/228527

Posjeta: 16 *