The Impact of Short Video User Loyalty on Marketing: A Case Study of Douyin

Abstract

Abstract

        This study investigated the impact of short video user loyalty on marketing and its influencing factors in China. The researchers used a constructed questionnaire to collect needed data from 353 voluntary respondents. The statistical analyses included Cronbach's Alpha, Descriptive Data Analysis, Multiple Linear Regression, and Simple Linear Regression. The questionnaire carried Cronbach's Alpha at >0.7 from a group of thirty samples.  The respondents’ demographic data were analyzed for frequency, percentage, mean and standard deviation. Multiple linear regression was used to assess the impact of short video user loyalty on marketing and its influencing factors in China, as five potential variables: (i) interface design, (ii) corporate image, , (iii) quality of service (including privacy protection and use dependencies), (iv) price of goods, and (v) cost of conversion, as affecting customer satisfaction, and customer loyalty in short video marketing. The results showed that the factors identified as affecting Douyin users were at the significance level of 0.05. All five independent variables--(1) interface design, (2) corporate design, (3) service quality, (4) price of goods, and (5) cost of conversion had a significant effect on customer satisfaction, while customer satisfaction has a significant impact on customer loyalty in the marketing via short videos. The researchers concluded that short video marketing on Douyin platform should improve (1) interface design, (2) corporate design, (3) service quality, (4) price of goods, and (5) cost of conversion to keep customer satisfaction and loyalty in the long run.

Keywords: Interface design, corporate image, service quality, product price, cost of conversion, customer satisfaction, customer loyalty