The Driving Factor Of Mobile Reader’s Purchasing Decision

With the appear of new network, new technologies, new ways to read, the mobile reading just begun, the whole media reading era has officially arrived. In China, mobile reading industry is about to enter rapid development period, dramatic increase in scale. The scale of the expansion depands on the use and purchase from the consumer, and the key to drive consumers use and purchase mobile reading is how to research driving fators. Therefore, it is very important to do the study the drivers of Chinese mobile reader’s consumer purchasing decisions.In this study, we will make full use of economics, marketing, operations research and computer information science research methods, in the course of the study focusing on normative analysis combined with empirical research, for depth study of the drivers of mobile read’s consumer purchase decision. Through a series of quantitative analysis, this study suggests, there are many fators to leading mobile reading consumers to make purchasing decisions, and we need to be systematically different drivers for the integrated management. Among so many factors, the most important one is reading content, including content readable, informative content types and content-rich, followed by product cost and product reputation, and finally the level of service, network quality and reading devices.Therefore, reading content, including content readable, informative content and variety, is so important for China Mobile and other telecom operators to promote the greatest impact on reading. The product cost and product reputation and so on are also need to be paid more attention.