Study On The Influencing Factors Of The Continuous Use Intention Of Mobile News APP For College Students

With the further improvement of network infrastructure and the continuous popularization of mobile terminals,all major portals and most of the traditional media have started their own mobile news apps.Although the development of mobile news APP is relatively rapid,and the mobile news APP of the four major portal websites has been downloaded over 100 million times,it only shows that users have better adoption of mobile news APP.Because of present mobile news APP user activity is low,the zombie user number,mobile news APP users continue to use intention is not high,lead to the development of the mobile news APP momentum is not strong,the market return is not ideal,it has affected the market development of the mobile news APP,to solve these problems,first of all,you need to understand factors affecting mobile news APP will influence the continuous use.Indigenous students groups as the Internet,the use of mobile client is very skilled,so is the mobile client is highly dependent on,at the same time students groups and one of the main consumption of media power,in the future mobile news APP that can produce bigger effect,the direction of the understanding of college students this group of mobile news APP use habits and continue to use the influence factors of willingness,can provide a good reference for the development of mobile news APP.This paper USES the questionnaire to college students' willingness to mobile news APP sustainable factors as the research object,on the basis of theoretical analysis to build the factors that affect college students' mobile news APP sustainable intend to model,the author introduced the innovative marketing awareness degree of the new variables,through the analysis of structural equation model,to explore the relationship between it and continue to use intention.Conclusion: perceived usability and perceived usefulness are positively correlated.The correlation between expectation recognition and perceived usefulness is significant.Marketing perception has a positive influence on perceived usefulness.Marketing perception indirectly influences the intention of continuous use through perceived usefulness and satisfaction.Perceived usefulness has a positive effect on satisfaction.There is a significant correlation between expectation confirmation and satisfaction.The relationship between perceived ease of use and intention of continuous use was not significant.Satisfaction degree has positive influence on the intention of continuous use.There is no significant relationship between perceived usefulness and willingness to continue use.There is a significant positive correlation between perceived conversion cost and willingness to continue using.