Relationship between consumer participation behaviors and consumer stickiness on mobile short video social platform under the development of ICT: based on value co-creation theory perspective

As a representative of the sharing economy business model, TikTok, short-form mobile video-sharing social networking platform, has numerous consumers worldwide. Based on background development information technology and value co-creation theory, this paper analyzes relevance between communication economy; studies internal mechanism consumer participation behaviors stickiness under different emotions; expounds impact perceived value. The structural equation model was used to analyze 902 questionnaires collected from TikTok consumers. research results reveal that positive behavior effect value, negative harms happiness stickiness. Consumer plays an intermediary role