A Research On The Influence Mechanism About The Discontinued Usage Behavior Of The Entertaining Mobile Apps Users

With the development of Apps market,mobile Apps have a growing quantity,more and more scholars devote themselves to the research on mobile Apps users' usage behavior.Yet,this research chooses our study target as mobile entertaining Apps users' discontinuous usage behavior,we refer to social cognitive theory,stress-strain-outcome framework and explore the influence mechanism of mobile entertaining Apps users' discontinuous usage behavior with the perspective of cognition,system fatigue and external environment.This research explore the question with the whole method that in order by research background and significance,related theories,research method and hypothesis,research strategy,empirical analysis.Then finally draw a conclusion and put forward summary and knowledge.This research use questionnaire to carry out related empirical research and analyze the collection data based on structural equation model to verify hypothesis.The results showed that,firstly,usage addiction will cause users' guilty feeling,but users' guilty feeling doesn't positively influence discontinuous usage behaviors significantly.As the same time,self-efficacy of discontinuous usage will positively influence discontinuous usage behavior;secondly,system features overload and information overload will cause entertaining Apps fatigue,then users will increase dissatisfaction to promote discontinuous usage behavior;thirdly,high quality congeneric products will positively create discontinuous usage behavior.According to the research conclusions,this study provides some suggestions in cognitive dimension for entertaining mobile Apps users' usage behaviors,users should keep rational mind to avoid usage addiction.In entertaining mobile Apps suppliers,when design Apps,designers should accurately grasp users' requirement and information reception capacity to refrain from system features overload and information load.In the meantime,suppliers need remain competitive to dominate the market share in the rapid developed Apps market.