Research On The Influencing Factors Of The Discontinuous Usage Behavior Of Social Reading Platforms

As an newly emerging information reading mode,social reading is an user-centered mode which cares about users' using experience and encourages them to interact,share,spread and conmmunicate with each other during reading with personalized design and humanized service.Now with the increasing popularity of social reading,competition for this market has become fiercer and fiercer,leading to various platforms for social reading with serious homogenization.Besides,users tend to transfer to other platforms for the low cost,resulting in a low user activation.Therefore,it is urgent for operators to take action to maintain existed users,improve their loyalty and encourage them to actively interact with each other and share information with each other.With high-quality reading contents,the reading value can be further realized.In this paper,with the adoption of literature review,deep interview,grounded theory and questionnaire,I have studied the factors affecting users'discontinuous using behaviors.First,based on related domestic and foreign research literature summary,I gave some introductions to social reading,social reading platforms and discontinuous using behaviors of users.And then,I tried to find factors affecting users'discontinuous behaviors by open coding,axle coding and selective coding with the adoption of deep interview based on grounded theory.Afterward,I constructed an influence factors model of users'discontinuous using behaviors.And then we collect data through questionnaire surveys to make reliability and validity test,factor analysis and regression analysis.Based on the data analysis,we make verification of affecting factors model to clarify the relationship between the affecting factors and the contribution of each factor.Through empirical analysis,we found the factors influencing the users'discontinuous using behaviors of social reading platform are divided into four core categories:sociability factors,subjectivity factors,information content factors and substitutability of same type of products factors.And the contribution ratio of the four factors is 0.329,0.314,0.238 and 0.177.Finally,combined with the research results,suggestions are put forward for the continuous and healthy development of social reading platforms from four aspects--optimizing social interaction mechanism,promoting customer personalized service,optimizing reading information resources,make up for the defects and built unique advantages.This thesis hopes to provide instructions and references for the development of domestic social reading platforms.