Stickiness Elements Of Urban Newspapers Convergence Media In The Mobile Internet Times

Under the influence of mobile internet technology and the competiton between new media and traditional media,media ecology has undergone tremendous changes,and users' information consumption habits are also changing rapidly.Under the background of media convergence,the main goal of media convergence in China is to build a new mobile mainstream media and reshape the connection between mainstream media and users.Urban newspapers are a unique community in China's media market.In 1990s,urban newspapers phenomenon was noticeable.Urban newspapers'convergence has become an important part in the four-level integration development pattern.Furthermore,their convergence is full of tension pattern.The research based on information system use theory,relation management theory and media ecology theory is to analyze urban newspapers stickiness shaping process and its elements.The study uses quantitative and qualitative research methods and adopts data,model,interview and questionnaire multiple tools.Urban newspapers' convergence media stickiness is the systematic strategies to attract users maintain users and assemble users.Stickiness at the platform level,stickiness at the product level,convergence media literacy of urban newspaper practitioners and user stickiness are the constituent elements of its stickiness.It reflects the interactive relationship between urban newspapers and users based on value connection.Urban newspapers focus on users' needs and offer users dynamic services.Moreover,they cooperate for the design,production and dissemination of convergence media products.They achieve win-win in the symbiotic integration.The study shows that urban newspapers are driven by big data technology and it enables the value of the platform;Cooperations of platforms and stimulation of multi-level user interaction build platform stickiness.The integrated media products of urban newspapers provide users with core value,extended value and added value in order to build product stickiness.Urban newspapers practitioners' convergence media literacy concludes the following four aspects:convergence media awareness,convergence media ability,convergence media knowledge,and convergence media ethics and morals.The advantages of talents and their convergence media literacy have become the substantive factors that determine the market competitiveness of urban newspapers.The user stickiness of urban newspapers is a kind of continuous use behavior in the process of using the multi media communication platform of urban newspapers,which is based on the users' adoption and the evolution process from continuous use to stickiness.Based on the Expectation Confirmation Model(ECM-ISC),this study constructs a theoretical model of the factors influencing users' continuance intention.Through the empirical analysis,we find that perceived usefulness and perceived ease of use positively affect the intention of continuous use,and affect the stickiness through the intention of continuous use.Satisfaction positively affects the intention of continuous use.Continuous use intention,perceived switching cost and habit all have positive effects on stickiness.Urban newspapers can cultivate users' habits,enhance users' perception of the usefulness and ease of use of urban newspapers' convergence media,enhance user satisfaction,and gradually form a sense of dependence and stickiness.From the eastern,western,central selected cases,through in-depth interviews,the research wants to have a deep description of Chinese urban newspapers' convergence condition.We find that urban newspapers hope to extend their characteristics and functions from three dimensions of technology,product and service,to provide users with high-quality use experience,increase users' satisfaction perception,and then enhance users' continuous use intention and stickiness.In terms of technology,with the support of advanced technologies such as big data and artificial intelligence,the integration of cross-media and cross-business can be realized.In terms of products,urban newspapers take advantage of specialized production,adjust the media expansion strategy to the standard of high-quality content production,and transfer high-quality content to mobile terminals.In terms of service,urban newspapers integrate the resources and open up new market space with comprehensive media innovation services.The integration of urban newspapers is a systematic project,which is under the guidance of mobile Internet thinking,the comprehensive role and systematic coordination of technology,products,formats,users,institutional mechanisms and other factors.In the process of integration,urban newspapers in China should fly higher and higher on the road of enhancing autonomy and sustainable development.Urban newspapers needs to design media products based on the production of high-quality content,and increases the value of products.And they can make use of social communication to create a participatory culture;Technology-driven,content communication and sharing,establish media awareness and innovative management mechanism.Among the strategies of foreign newspapers to enhance stickiness and establish new relationship with users,Chinese urban newspapers can draw lessons from them to achieve profound changes in organizational structure through the formation of innovative teams and the reorganization of editorial departments to produce high-quality contents.Exploring membership system,payment system and other modes,and strong connection with user relations are also practicable.Intelligent interaction of multiple platforms to build new relationships and enhance stickiness is innovative adapting to the intelligent tendency.Cross-border integration and extension of industrial chain could be realistic and meaningful.