The Research On User Stickiness Influence Factors Of Mobile News APP

Mobile News APP is a new form of the new media, also is the latest media carrier form, which can provide continuous, real-time and comprehensive news and information for mobile users. Mobile News APP has linked more closely with people's ordinary life, work and study with the rapid development of Internet technology, the continuous growth of the scale of mobile Internet users and the gradually develop of mobile phone news fragmentation reading, and a great number of research work have been done in the academic world.Based on the media, audience and interpersonal communication points of view, the paper conducts empirical research with the influence factors of user stickiness of Mobile News APP, using the mothed of modeling analysis, established the research model on user stickiness influence factors of Mobile News APP on the strength of communication related theory and management related reference model; using the mothed of questionnaire surveyand distributed 400 questionnaires to two user groups of college students and young workers and then analyzes the reclaimed data by the statistic analysis method of SPSS 19.0; using interview method and conducted user experience to ten users of Mobile News APP,then explores the users satisfaction and the existing problems of Mobile News APP.The study shows that the users'gender, age and professional variations didn't affect to the user stickiness. In all the user stickiness influence factors, user satisfaction has a profound and direct impact on that, which also plays a decisive role; and the followings are perceived useful, interpersonal influence and perceived playfulness; and factors like user experience, user confirmation, information quality and perceived ease of use are influence App's user stickiness by user satisfaction indirectly, while the system quality, service quality and users perceived interactivity of mobile phone news app aren't the main influence factors.Finally, the paper provides some reference suggestions and strategies for promoting the user stickiness of mobile news app according to the research conclusions, and also points out the innovation and insufficiency and the future directions of the research.