The Impact Study Of Customer Perceived Value On Mobile News Application Customers’ Loyalty

With the rapid development of technology, China has entered the era of mobile Internet. Mobile Internet has became an indispensable way for people to get information because of its own characteristics, such as news applications. But the high turnover rate of mobile news applications cannot be ignored. This paper based on customer perceived value to discuss the impact of news content, mobile platform, user experience, interactive mechanism, non-monetary cost to customer satisfaction and customer loyalty directly or indirectly.Firstly, this paper institute to the relevant theories of literature reviews. This paper reviewed the concepts, models, measurements and relationship of customer perceived value, customer satisfaction and customer loyalty. Otherwise, the paper studied the situation and users reaction of the mobile news application.Through the study of domestic and foreign scholars’articles, this paper determined the mobile news applications customer loyalty model, and proposed the hypotheses of the relationship of mobile news applications customer perceived value, customer satisfaction and customer loyalty.Through the questionnaire survey method, this paper did the empirical analysis and verified the previous hypotheses. The conclusions are:mobile news application customer perceived benefit and its elements, such as users experience, interactive mechanism and mobile platform, have positive influence on customer satisfaction and loyalty; non-monetary cost has negative influence on customer satisfaction and loyalty; news content does not have influence on customer satisfaction and loyalty; aside from news content, customer satisfaction has indirection effects on customer loyalty from customer perceived benefit and cost.According to the results of the empirical study, this paper proposed some suggestions to increase mobile news applications’ customer loyalty, such as:the promotion of mobile news application customer perceived benefits:users experience, mobile platform perception; reducing the perception of non-monetary cost; by the indirect influence of customer satisfaction etc.