Along with the rapid development of big data, artificial intelligence, and information technology, the relationship quality between short video applications and users is important for the sustainable development of short video applications. However, the existing studies have explored the mechanism of the role of RQ in a limited way. In order to respond to this critical issue, this study constructs a theoretical model based on attachment theory and combined with self-determination theory, with autonomy needs, competence needs, and relationship needs as (...) influencing factors, emotional attachment as mediating variables and relationship quality as outcome variables, and the moderating role of attachment anxiety in which this study also analyzes the mechanism of short video applications users’ psychological needs on relationship quality by combining the moderating role of AA. In this study, a sample of 512 university students using short video applications was used. The results of the data analysis indicated that EA was significantly influenced by psychological needs that played a positive role in relationship quality and mediated the relationship between psychological needs and relationship quality. The results of further analysis also revealed that attachment anxiety plays a moderating role in the relationship between emotional attachment and relationship quality. This study examines the intrinsic mechanism by which psychological needs affect relationship quality through emotional attachment, reveals the practical effects of short video applications users’ sustained use behavior, and provides a reference for innovative management and business practices of short video applications. (shrink)

Culture is the bloodline of the nation and the spiritual home of the people. Intangible cultural heritage belongs to the field of culture, and the transmission of ICH is a kind of human-based cultural transmission, which is the shaping of people’s morality, character, sentiment, will, ideals and beliefs, value orientation, humanistic cultivation, artistic taste, way of thinking, wisdom, and ability in the practice of production and life of various ethnic groups. Based on the status acquisition model, this study analyzed the (...) human capital, social capital, and psychological capital of ICH bearers from three perspectives. In addition to the conventional socio-demographic factors such as gender, age, place of residence, and education level as control variables, status attainment was introduced as a dependent variable, and occupational identity, job satisfaction, and entrepreneurial ability were introduced as mediating variables to construct a conceptual model in the hope of exploring the multiple influencing factors of status attainment among ICH bearers. Interviews were used to gain, the feelings and knowledge of experts, scholars, and ICH bearers, to lay a solid qualitative research foundation for this study. A questionnaire survey was also conducted to obtain basic information and professional experiences of ICH bearers to provide real support for the research analysis and discussion. As per the results of this research, all the hypotheses were supported except, HC did not have any significant impact on JS. Furthermore, SC was not in a significant association with career identity. Moreover, career identity and status attainment did not have a significant relationship. (shrink)

Experience value is positively associated with user voice toward social media, but existing research lacks an examination of its mechanisms of action. Based on value co-creation theory, this paper explores the relationship between experience value and customer voice, and explains the specific influence mechanism through the mediating role of user loyalty. The results of the empirical tests show that social value, entertainment value and information value have significant effects on user loyalty; user loyalty has a significant effect on promotive voice (...) but not on prohibitive voice; user loyalty mediates the relationship between body social value, entertainment value, information value and promotive voice. The findings of this research reveal the important role of experience value on customer voice, which is an important guide for social media to achieve sustainable development. (shrink)