Analysis On The Chinese Consumer Behavior In The Mobile Digital Reading Industry Based On The Theory Of Consumer Behavior

ABSTRACT:The integration of the mobile communication technology and the Internet technology leads the human into a new era of mobile internet. In the revolution caused by technology, the traditional reading, digital reading and the mobile digital reading become the three main reading models in China nowadays. The mobile digital reading attracted people recently as a newly emerging industry. What’s the new characteristic of the mobile digital reading behavior? When and where do the consumers read the publishing products? What is the purpose of the mobile digital reading behavior? What about the prospects of the mobile digital reading industry? A clear consumer behavior model for this industry would help to analyze the present situation, existing problems and future trends of mobile digital publishing industry clearly.In this paper, it uses both the inductive analysis, empirical analysis and comparative analysis. Firstly, by exploring both domestic and abroad literature in terms of mobile media industry, consumption behavior of mobile digital reading is summarized as proactive, normal, low-cost, socialize and unrestrictive of time and space; then based on the combination of Howard-Sheth model and the questionnaire which study the behavior of users of one typical mobile digital app, the influencing factors and basic model of mobile reading consumption behavior will be analyzed. Empirical analysis will be done to modify the research assumptions. Some suggestions on the relationship among content, device and experience will be given based on prior research. In addition, combining the popular and personal creations in terms of product operation, cultivating reading interest, stimulate reading needs are also crucial to promote the development of mobile digital media industry.Innovations of this paper are:this is the first empirical research on the consumption of the mobile digital reading behavior Innovation of this research; Howard-Sheth model is firstly used in the research of digital reading. This paper may start a deep discussion for the study of mobile digital reading industry.