短视频用户对平台推荐服务的满意度研究——以快手为例

A Study on the Satisfaction of Short Video Users with Platform Recommendation Services—A Case Study of Kwai

摘要: 个性化平台推荐服务在各个短视频平台中得到了广泛应用，而满意度直接影响平台选择及体验。本文选取快手为研究对象，综合中国顾客满意度模型(C-CSI)、美国顾客满意度模型(ACSI)和D&M信息系统成功模型，从用户满意度、用户忠诚度、推荐内容质量、系统质量、推荐服务质量、推荐更新质量等六个方面，通过结构方程模型构建了快手APP平台推荐服务的用户满意度模型，确认了满意或不满意的因素，提出改进平台推荐服务的建议。

Abstract: Personalized platform recommendation services have been widely used in various short video platforms, and satisfaction directly affects platform selection and experience. This paper selects Kwai as the research object, integrates the Chinese Customer Satisfaction Model (C-CSI), the American Customer Satisfaction Model (ACSI) and the D&M information system success model, and constructs the user satisfaction model of Kwai APP platform recommendation service through structural equation model from six aspects of user satisfaction, user loyalty, recommendation content quality, system quality, recommendation service quality, and recommendation update quality, summarizes the factors of satisfaction or dissatisfaction and proposes suggestions for improving the platform’s recommendation services.