Research On Themobile Consumer Behavior Of Digital Information Resources

According to the data about the 36th China Internet network development state statistic report issued by China Internet Network Information Center,the total number of instant messenger users reached 606 million and the utilization rate of the mobile Internet users is 88.9%by the end of June 2014.Mobile Internet users maintain sustained growth,and the equipment for Internet surfering gradually concentrates to mobile terminal.With the development of mobile Internet technology and the popularity of smart phones,the netizen consumers behavior gradually migrates and penetrates to the mobile terminal.Even someone start to predict that the era of mobile replace PC is not far away from us as someone put forward that the time of e-books replace paper book is not far away from us a decade ago.But the paper books stillarethe lover of a lot of people over many years.So we can believe that the mobile terminal and PC will exist together and service for the general customers commonly no matter how fast the development of mobile market.Information mobile consumption behavior is a new type of consumer behavior developing rapidly in the support of technical and policy.Information mobile consumption behavior have the common point and certain differences compared with the traditional network information consumption behavior.These differences reflected in not only the network type,terminal equipment,network application,reliability,safety,etc.,but also the user information demand,motivation,behavior,behavior influence factor,etc.With the progress of science and technology and the improvement of the APP,the facility of watches,TV and mobile unit is becoming information terminal equipment,even the refrigerator,microwave oven,cameras and lenses are likely to be suffused with terminals in the near future.The practice of information mobile consumption behavior greatly is ahead of the theory of consumer behavior.At present stage,the theoretical research on mobile consumption is still in the initial stage,and the research based on the digital information resource mobile consumption still is at the blank stage.So it is necessary to proceed theoretical research and enrichits theory system.This dissertation aims to unfold related research about the mobile consumption and user behavior of digital information resources from a new angle of view by applying the theory of information science and psychology,sociology,economics,organisational behaviour,marketing and so on many subjects,based on the research object of digital information,the breakthrough point of mobile consumption.The main content of this dissertation includes seven chapters:Chapter 1 is introduction.It generally illustrates the research background and analyses the theoretical and practical significance of this dissertation,synthetically reviews the research status on information consumption,information behavior,mobile consumption and so on at home and abroad.Based on literature review,it finally proposes the research target,main contents,research methods and technology map.Chapter 2 is the theory related consumer behavior.This dissertation briefly expounds the basic theory knowledge of this article research will involve in,such as consumer behavior,information consumption behavior,etc.This chapter defines the connotation and characteristics of information mobile consumption,reveals the main body characteristics and behavior characteristics of digital information resources mobile consumption,and discusses the level of demand and consumption motivation,and contrasts the difference of the digital information resources consumption behavior useing mobile terminal and desktop computers.Chapter 3 is about the consumers' information demands and motivation.This chapter introduces the commonly used four kinds of information consumption patterns in mobile environment,such as mobile search,timely communication,virtual community,mobile reading,etc.This chapter researches the demand level,the types of motivation and conflict motivation about information mobile consumption by means of the demand analysis of mobile application mode.Chapter 4 is about decision-making process of information mobile consumption.This chapter introduces the six value dimensions of the mobile information consumption,such as namely situational value,aesthetic value and social value,emotional value,knowledge value and ecological value,etc.This chapter discuss the information mobile consumption patterns from three aspects of the consumer decision-making process,decision-making types and mobile consumer value evaluation.Chapter 5 is about the influencing factors of information mobile consumption.This chapter systematically researches the personal factors that influence mobile digital information resources consumption behavior(e.g.,consumer habits,information literacy,values,importance,etc.),situational factors(such as friendly interface,leading status,risk perception,information,equipment performance,etc.)and effectiveness factors(such as sensory information efficiency,self-efficacy,reaction efficiency and collective efficacy,etc.).Chapter 6 is the case analysis part.As an example,this chapter analyzes the user's needs,usage and influence factors based on the construction of the super star mobile library.The purpose of this article is to further forge the mobile library services and to promote the sustained information consumption.Chapter 7 is the part of conclusion,innovation,review and look into the distance.This chapter summarizes the main research contents and main innovation points of the full text,and points out the shortcomings existing in the course of research.Finally,this dissertation prospects the future research direction.The main innovation points of this dissertation are as follows:first,the research angle can keep pace with the times theoretically and combining with the characteristics of era.These make up the gap theory,because it is zero on this subject and reference materials on the current research.Second,based on the research object of information mobile subscriber,it systematically research the demand level,motivation types,motivation conflict,the decision-making process,the decision-making types and behavior patterns of the digital information resources mobile consumption.Third,the key of this dissertationis to analyze the influencing factors of digital information resources mobile consumer behavior through three aspects of individual factors,situational factors and effectiveness factors.