Study On The Influence Of Continuance Intention Of We Media Interactive Perception In Mobile Reading APP

Accompanied with the development of Internet information technology,varieties of smart phone applications emerge in an endless stream.As one of smart applications of mobile phone,mobile reading APPs not only bring users a new reading experience with its unique advantages,but also brings the businessmen great commercial value.Nowadays,many mobile reading APPs have been developed,however,their obvious problems in common are low users' sticky and weak will of continuous use,which has effect on mobile reading e-book consumption.As a result,it is necessary to carry out researches on users' will of continuous use of the mobile reading APPs.Among the current various marketing methods of mobile reading APPs,we media interactive marketing,compared with other ways,lays more emphasis on the communication and establishment of good relations between businessmen and users.Besides,it produces more long-term attraction and plays a more important role on the further development of mobile reading APP.Therefore,the existing users of mobile reading APPs are selected as the research object,and the impact of the interaction perception on mobile reading APPs users' will of continuous use is discussed,which helps APP operators to improve users' loyalty.This thesis is based on the theory of network interaction and the theory of expectation confirmation,and the relational model between interaction perception of We media,satisfaction and mobile reading APPs users' intention is constructed.According to the interaction pattern,interaction perception of We media is classified into human-computer interaction perception and interpersonal interaction perception.Human-computer interaction perception is measured by perception usefulness and perception accessibility,while interpersonal interaction perception is based on information exchange perception,social relation perception and cool experience perception.On this basis,the corresponding research hypothesis is put forward.In this thesis,the users of mobile reading APPs are selected as the research object,and the questionnaire is used to obtain data.Statistics data are analyzed by SPSS20.0 and AMOS20.0 to test the hypothesis and the following conclusions are made: In additionto perception accessibility,the other four dimensions of We media interaction perception have significant positive effects on the satisfaction,where the information exchange perception enters first the regression equation of the satisfaction.It is indicated that the information exchange perception has the greatest impact on users' satisfaction,followed by cool experience perception and perception usefulness,and finally social relations perception.Meanwhile,mobile reading APPs users' intention of continuous use directly affects their satisfaction.Besides,other dimensions of We media interaction perception except perception accessibility have indirect effects on the will of continuous use and the information exchange perception enters first the regression equation of the continuance intentionl,which indicates the information exchange perception has the greatest impact on the continuance intentionl,followed by perception usefulness and social relations perception,and finally cool experience perception.Based on these analysis results,this thesis provides appropriate marketing strategies of we media interaction for the operators of mobile reading APPs: These strategies mainly contains the improvement of existing platforms to enhance of the users' interactive perception,the improvement information quality to promote the users' perception usefulness,the enhancement of the platform management to increase the users' information exchange perception,the cultivation of opinion leaders to boost the users' social relations perception and the enrichment of interaction modes to enhance the users' cool experience perception.