The Research On The Using Behavior About Internet Radio Of The College Students In Nanjing

The traditional radio exceeded the time limit and realized the transformation after transferring content to network relied on Internet technology.Meanwhile,the internet born out network radio and it got more and more user acceptance,this brought the traditional radio a challenge.The development and popularization of mobile internet greatly affected the audience's listening behavior and usage habits,in addition,they also affected the competition pattern and the user's choice between the network radio and the traditional radio in the sound market.The number,the user's experience,the loyalty of the users is an important basis for the development of network radio.The research on the user's usage behavior of the network radio can master the spread and development of the network radio and help the network radio improve the quality of product,enhance the user experience,increase user stickiness,expand market share and seize the share of advertising.The subject selects Nanjing college students as the research target,using the method of questionnaire survey and personal interviews to know the basic properties,the contact behavior,and use satisfaction and loyalty,along with combination of the related audience theory in communication study to do empirical research on use behaviors of the network radio users.And then put forward valuable development strategy for the healthy and sustainable development of the radio media including the network radio and the traditional radio in "Internet+" background.