Empirical Study on the Factors Affecting User Stickiness of Online Visual Art Platform From the Perspective of User Experience

This paper aims to analyze the factors affecting user stickiness of the online visual art platform by developing a Push-Pull-Mooring (PPM) framework from the perspective of user experience. The study collected 332 valid responses through an online questionnaire and tested the research model using structural equation modeling. The results show that push effects (convenience and perceived security risk), pull effects (function experience, content experience, interactive experience, emotion experience), and mooring factor (relationship inertia) positively impact user stickiness. These findings are helpful for the online visual art platform to understand the influencing factors of user stickiness and adjust strategies from the perspective of user experience. The research contributes to the field of online visual art platform by proposing and verifying hypotheses on user stickiness through the PPM framework and constructing a structural equation model from the perspective of user experience.