| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 6854030 | Electronic Commerce Research and Applications | 2018 | 20 Pages |
Abstract
Having the advantage of reaching massive audience, mainstream media can frequently influence public opinions and attitudes. However, recent statistical data shows that the average user stickiness of mainstream media websites is much lower, in comparison with other types of media websites in China. To gain insights into this phenomenon, we construct a model to examine the impacts of various website attributes and user influence on user stickiness. Our empirical analysis demonstrates that media website attributes and user characteristics have different effects on user stickiness. Our results shed fresh light on how to enhance mainstream media website user stickiness in a competitive and ever-evolving landscape.
Related Topics
Physical Sciences and Engineering
Computer Science
Artificial Intelligence
Authors
Feng Xu, Yong Qi, Xiaotong Li,