同质化困境下的用户粘性提升路径——基于虎牙直播的案例

Enhancing User Stickiness amid Content Homogenization—A Case Study of Huya Live

摘要: 本文基于使用与满足理论和心流理论，以用户粘性为研究对象，构建内容同质化影响用户粘性的分析框架。研究发现，内容同质化通过削弱用户的内容新鲜感与互动参与感，降低用户的心理满足程度和沉浸体验质量，进而影响用户粘性。基于此，本文提出通过AIGC技术应用、互动机制创新和内容生态重构等具体方案，帮助平台突破内容同质化困境，提升用户粘性。研究认为，平台需要通过技术赋能、机制创新和生态重构三个维度，系统性地解决内容同质化问题，从而在存量竞争时代建立持续竞争优势。

Abstract: Based on the theoretical frameworks of Uses and Gratifications and Flow Theory, this study constructs an analytical model to investigate the influence of content homogenization on user stickiness. The research demonstrates that content homogenization undermines user stickiness by diminishing psychological gratification and flow experience, and reducing the sense of perceived content novelty and interactive engagement. In response, this paper proposes strategic interventions—including the application of AIGC (Artificial Intelligence-Generated Content) technologies, the innovation of interactive mechanisms, and the restructuring of content ecosystems—to mitigate the adverse effects of content homogenization and enhance user stickiness. It is argued that platforms must adopt a systematic approach encompassing technological enablement, mechanistic innovation, and ecological reconstruction to effectively address content homogeneity, thereby fostering a sustainable competitive advantage in the context of stock competition.