Research On User Behavior Characteristics Of Mobile Reading Platform

With the rapid development and popularization of mobile Internet technology,great changes have taken place in people's communication and communication modes.The transformation of reading modes can not be ignored.With the extension of reading carriers to the field of electronic media,the content of reading has changed from paper books to electronic resources.The time and space of users' reading are no longer restricted,and reading at any time and anywhere has become a trend.Mobile reading is favored by more and more users because of its portability,mobility,content richness,interaction and low cost.It has gradually become a part of people's life and learning.The rapid development of the Internet and the popularity of smart phones have slowed down the growth of mobile netizens and reduced the incremental space of mobile market.In order to retain user resources,mobile reading platform needs to fully understand the characteristics and behavior habits of users,in order to improve user stickiness and expand potential user groups.This paper combines theoretical research with empirical research.Firstly,through reading a large number of documents related to users' behavior characteristics of mobile reading platform,it qualitatively explores users' behavior habits and preferences of mobile reading platform.Then,according to the corresponding theoretical basis,it designs questionnaires to quantitatively study the main factors affecting users' frequency and willingness to continue using.Taking Wuhan residents as the research object,stratified sampling and PPS three-stage sampling were used to conduct a sample survey of Wuhan residents.Using SPSS and AMOS 21.0 software,firstly,a ranking model is established to analyze the influencing factors of users' use frequency of mobile reading platform;secondly,based on the theory of information system continuous use,a framework of influencing factors of users' continuous use intention is established,and structural equation model is used to analyze the influencing factors of users' continuous use intention to get the key direction of enhancing users' stickiness;finally,a binary selection model is used.This paper analyses the influencing factors of potential users' willingness to use,finds out the key points that can influence potential users to convert into users of mobile reading platform,and uses cluster analysis to get important potential users.Through the empirical research of this paper,it is found that: first,bedtime reading is the main reading scene,mobile phone is the main reading carrier,mobile reading platform users are younger,higher education,reading mode is mostly fragmented reading;second,mobile reading platform users The frequency of use is affected by gender,occupation,reading equipment,duration of single use,duration of use,and speed of update of the work.Third,the most influential factor on the willingness to continue to use the mobile reading platform is perceived usefulness,followed by expectation confirmation.Followed by satisfaction;fourth,potential users' willingness to use is affected by gender,age,education level,occupation and reading purposes,and gender is male,age is between 26-35 years old,education level is college degree,reading purpose The user base for entertainment is an important potential customer of the mobile reading platform and is most likely to use the mobile reading platform in the future.