Study on the Influencing Factors of User Stickiness Based on Structural Equation Modeling

In the context of the rapid expansion of the platform economy, understanding the drivers of user stickiness has become essential for assessing a platform's long-term value and sustainable competitiveness. To address this issue, the present study develops a comprehensive theoretical framework grounded in structural equation modeling, integrating key constructs such as perceived value, platform trust, usage satisfaction, platform convenience, and user engagement to examine their direct, indirect, and interactive influences on user stickiness. Based on 386 valid questionnaire responses collected from active platform users, the empirical results demonstrate that perceived value, platform trust, usage satisfaction, and platform convenience all exert significant and positive effects on user stickiness, with usage satisfaction emerging as the most influential determinant. Furthermore, user engagement is shown to play both mediating and moderating roles, strengthening the internal mechanisms through which platform attributes translate into stable user behavior. These findings enrich the theoretical understanding of how user stickiness is formed in digital platform environments and offer practical insights for platform enterprises seeking to refine user operation strategies, enhance long-term user participation, and improve service optimization under competitive market conditions.