The Impact of IQIYI’s “Theatrical” Operation on Users

DOI

10.2991/assehr.k.220105.266How to use a DOI?

Keywords

User stickiness; IQIYI; Satisfaction; Expectation Confirmation Theory; Usage Influencing Factors

Abstract

In 2020, IQIYI created its own branded “LIGHT ON” with its unique content and production characteristics, which quickly attracted attention and lively discussions with its high-quality suspense drama, 12 short episodes and “cinematic feel”. In the current Internet era, the top video platforms’ users are almost saturated with users, and according to the strategy made by IQIYI this paper wants to investigate whether this model will improve user stickiness, i.e. the conversion of non-member users to member users and user loyalty. This paper uses questionnaires to construct a relevant model that affects user stickiness with the help of expectation confirmation theory, and proposes five hypotheses. By analysing the questionnaire data through relevant formulas and the research methods and findings of previous scholars, four out of the five hypotheses were eventually valid, leading to the final conclusion that IQIYI’s “theatricalisation” is conducive to its better vertical management of users, enhancing user stickiness, and proving that video platforms can now use audience to enhance audience fragmentation. The aim of this paper is trying to help users to understand the social media importance properly, and the significance of this paper is vital for both users and social media production. This paper figures out the relevant information of social media to the users to some extent.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Kexin Shi
PY  - 2022
DA  - 2022/01/17
TI  - The Impact of IQIYI’s “Theatrical” Operation on Users
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 1446
EP  - 1452
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.266
DO  - 10.2991/assehr.k.220105.266
ID  - Shi2022
ER  -