Based on information system use theory, relationship marketing theory, information literacy theory and media ecology theory, both quantitative and qualitative research are conducted in this study to explore the elements of university fusion media stickiness by virtue of data, models, interviews and questionnaires. university fusion media stickiness, a systematic strategy adopted by colleges and universities in student work for user attractiveness, retention, maintenance and aggregation, consists of platform stickiness, content stickiness, university fusion media literacy, and user stickiness. Such stickiness reflects that the value-based interactive relationship between university fusion media subjects and users, two-way communication between the subjects and users, as well as the understanding of user demands and user services contribute to the design, production and communication of fusion media products for win-win results in symbiotic integration. Based on the expectation confirmation model, a theoretical model of influencing factors of users’ continuous intention was established in this study. Empirical analysis revealed that users’ perceived usefulness and perceived ease of use of university fusion media have a positive effect on continuous intention which positively affects stickiness. Meanwhile, satisfaction also positively affects user continuous intention, and user continuous intention, perceived switching cost and habit all have positive effects on stickiness. university fusion media can foster user habits, improve user perceived usefulness and perceived ease of use, and enhance user satisfaction so that users will gradually develop a sense of attachment and stickiness. By virtue of in-depth interviews and case analysis, the operation situation of Chinese university fusion media is elaborated in this paper. It was found that Chinese colleges and universities seek to extend their characteristics and functions during media convergence in terms of technology, product, and service so as to provide users with high-quality experience and increase user satisfaction, thus enhancing user continuous intention for stronger stickiness.