Research On Influential Factors To College Students' Willingness Of Paying For Mobile Reading

Since the implementation of the Outline of the National Intellectual Property Strategy in 2008,the current situation of intellectual property protection in China has been improved.Therefore,Piracy,counterfeiting and other infringements have been significantly reduced and users' awareness of copyright is enhanced.With the launch of the "Nation wide reading" campaign,"Reading more books and reading good books" has become a trend,and reading has become a part of people's daily life.Although mobile reading has enjoyed a good development,users are still lack of consumption motivation to “knowledge products”,their constant willingness of paying for“knowledge products” is weak.Because of the different power of consumption and consuming willingness.Focusing on subdivision of user is indispensable part during the process of companies' development.This study focuses on the willingness and behavior of college students who pay for mobile reading and their influential factors,starting from the current development situation of mobile reading platforms.Firstly,the functions,characteristics and profit models of several mobile reading applications with high using utilization ratio are analyzed.Then,qualitative and quantitative research methods are used to investigate college students who use mobile reading platforms and several professionals.Finally,the study will give some statistic analyses based on the survey data and then draw research conclusions,and suggestions are put forward for the development of mobile reading industry.This dissertation is divided into four chapters: the introduction explains the origin,significance,framework and research approaches.Through literature review,the concept of mobile reading is clarified,and the literature related to mobile reading payment willingness is reviewed.The first chapter explores the development process of mobile reading platforms and analyzes the functions,characteristics and profit models of several typical mobile reading platforms.In the second chapter will go along by putting forward the study design,and research variables are operationally defined.In chapter three,descriptive,correlation and regression analyses are conducted on the effective questionnaires by using statistical tools such as SPSS statistic 19.The fourth chapter summarizes the influential factors to paying willingness and paying behaviors,and sorts out the theoretical model to influencing factors of their willingness to pay for mobile reading.Besides researcher points out the limitations of this study,and put forward targeted suggestions for the relevant industry and mobile reading companies.This research is mainly aimed at college students and explores the factors affecting their willingness to pay for mobile reading,which has certain theoretical and practical significance.Firstly,mobile reading platforms should attach great importance to the knowledge increment and sense of acquisition of content.Secondly,mobile reading companies should make more innovations,and scheme and create interesting activities.Finally,the membership system should be repeatedly optimized to enhance user stickiness and reduce the perceived cost of college students.As for mobile reading industry,it should expand the profit model,extend the industrial chain and create a pan-entertainment ecology.Our country should actively combat piracy,eliminate pornography and illegal publications and try to create a good reading atmosphere.