Along with the rapid development of big data, artificial intelligence, and information technology, the relationship quality (RQ) 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 (AN), competence needs (CN), and relationship needs (RN) as influencing factors, emotional attachment (EA) as mediating variables and relationship quality as outcome variables, and the moderating role of attachment anxiety (AA) 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.
Keywords: attachment anxiety; attachment theory; emotional attachment; psychological needs; relationship quality.
Copyright © 2022 Huangfu, Zhou, Zhao, Kotchasit and Chen.