Research On Influencing Factors Of Digital Reading Platform’s User Experience

With the increasing of contact rate of digitalized reading in the digital media environment, the construction of digital reading platform has been developing rapidly in the commercial sector and public services, meanwhile academic research related to digital reading is becoming a hotspot. Someone refers interactive experience as leading user’s digital reading behavior in the digital age. However, most of the existing studies focus on the operational, designing and evaluation aspects of the platform which perspective seems to be single. Therefore, the study of digital reading platform’s user experience(UX) could provide some advice for the platform’s constructing and operation as well as enrich the research content of digital reading platform.This paper is divided into six parts. First, Introduction. This part mainly discusses the background, the methodology as well as expounds the research purposes and significances. Second, Literature Review. First of all, this part introduces the concept, the definition the features, the research progress and application status of the digital reading platform. Then the paper extracts the factors influencing UX based on the previous studies. Third, Model Construction and Hypotheses. According to Technology Acceptance Model introducing Need Fulfillment theories and Information Architecture theory, the study constructs the theoretical model based on extracted latent variable factors affecting UX and proposes the hypothesis. Fourth, Questionnaire Design and Data Collection. This part mainly designs the observed variables of the questionnaire on the base of the existing mature scales and forms the final questionnaire to be disseminated after amending according to the feedback results of the pretest questionnaires. Fifth, Data Analysis and Hypothesis Test. First of all, the paper analyses the demographic characteristics of the sample and the descriptive statistical characteristics of the observed variables. Then the Structural Equation Model approach is used to fit the theoretical model after the reliability and validity test. At last, the study obtains the hypothesis test results and makes the interpretations. Sixth, Conclusion. This part mainly concludes the research results and gives some practical implications. The limitations of the study and the outlooks of the future study are discussed. Through the empirical analysis of digital reading platform’s user experience, the study reaches the following conclusions:1) Perceived Usefulness, Perceived Ease of Use and Perceived Hedonic Quality has a significant positive impact on UX respectively.2) Information Architecture has a significant positive impact on Perceived Ease of Use, Perceived Hedonic Quality and UX respectively.3) Need Fulfillment has a significant positive impact on UX.In the theoretical aspect, this study defines the concept of digital reading platform as to support the related research in future. Besides, the user experience model of digital reading platform is constructed based on Technology Acceptance Model, Need Fulfillment theories and Information Architecture theory which extends the scope of model and theories and enriches the empirical research of digital reading platform’s user experience. In the practical aspect, this study finds and tests the influencing factors affecting user experience of the digital reading platform which provides some reference comments to optimize platform’s design, increase business values and promote sustainable development of the platform. Nevertheless, the study also has some deficiencies in model building, questionnaire design and sample scale, which needs to be improved and perfected by the further research.