Research On The Impact Of Socialization Of Mobile News Application On User Stickiness

The purpose of this study is to explore the impact of the new trend of socialization on user stickiness of mobile news application.This paper was based on expectation confirmation model(ECM),perceived interactivity,source reliability,subjective norm,and user stickiness were used to explore the factors that could affect user stickiness.In this study,270 questionnaires were collected by online and offline methods.Some data software was used to perform descriptive statistical analysis,exploratory factor analysis,confirmatory factor analysis,structural equation construction and hypothesis testing.This study has found that the socialization of mobile news application mainly brings two-way communication and connectivity.Socialization mainly affects user behavior through perceived interaction,and the cognitive interaction of mobile news clients can be divided into two-way communication,Connectivity,information quality and system quality.Information quality has a significant positive impact on user stickiness;user satisfaction has a positive effect on user stickiness;subjective norms have significant positive effects on user stickiness.From the impact intensity,the information quality has the greatest effect on user stickiness,followed by the user satisfaction,then subjective norm.In addition,system quality has a significant positive effect on the credibility of the source,subjective norm also has a positive effect on the credibility of the source.The two-way communication and connectivity not only both have significant positive effect on the user's subjective norms,but also indirectly affect the user stickiness through subjective norms.In the end,this paper put forward some suggestions based on the research results and discussed the limitation of the study and gave some suggestions for future study.