The rapid growth of Game-Skills-Social-Applications (GSSA) during the COVID-19 pandemic has raised critical questions about their sustainability in the post-pandemic landscape. This study focuses on TT, a leading GSSA platform, to explore how such platforms can maintain user loyalty in an environment marked by declining online activity and intensifying market competition. Utilizing a conceptual model of user loyalty, the research employs Pearson correlation analysis and univariate regression to examine six key variables: Value Proposition, Brand Building, Trust and Security, Customer Service, Apps & Technology, and E-loyalty. Data was gathered from 221 active TT users in mainland China. Major findings indicate a significant positive correlation between these variables and user loyalty. Despite the challenges posed by the post-pandemic decline in user engagement, the study suggests that focusing on these variables can offer a pathway for GSSA platforms to sustain business. Future research may consider other types of online social entertainment products, thereby broadening the scope of understanding the sustainability of online platforms in a post-pandemic.
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