The Relationship Between User Experience Of Mobile Reading Applications And The Users’s Continuance Intention:the Mediating Role Of Flow

With the development of informative technologies in China these years,especially the widespread useage of digital devices,people tend to rely on this kind of way to read.The general concept of mobile reading refers to reading novels,newspapers,books,magazines,cartoons and audio books on mobile phones.Narrow mobile phone reading refers to the electronic version of the application network literature and publications read through mobile phones.The mobile phone reading application(APP)is the main approach for users to read electronic versions of online literature and publications.This study seleeting the concept of narrow mobile phone reading,taking mobile phone reading application users as the main research object,using questionnaire survey method,collects 394 valid data.And the study also use such as descriptive statistics,difference tests,correlation and regression analysis to investigate the relationship between User Experience,Flow,and the Users’ s Continuance Intention,especially the mediating role of Flow in User Experience and the Users’ s Continuance Intention,thus to improve to the theoretical results of User Experience theory and Flow theory in mobile phone reading,to improve service for mobile phone reading application operators and service providers,improve the frequency,quality and depth of people’s mobile phone reading,and better preserve the decision-making reference and reference for users.After analysis,the results of this study are as follows:(1)65% of people have experience in using mobile phone reading applications.At present,the market share of mobile phone reading applications in the application market is: We Chat reading 29.1%,palm reading 17.4%,QQ reading 9.3%,Shuqi novel 7.4%,Baidu reading 7%,Netease reading 4.3%,chasing artifact 11%.The top three account for more than 50% of the mobile phone reading application market.(2)Nearly 70% of users read an average of no more than 2 hours per week,and the reading behavior is “browsing”.Most users prefer entertainment and literary and artistic content,and most people use mobile phone reading applications to read to meet their entertainment needs and spiritual needs.Users of different genders and ages have significant differences in their reading preferences.(3)The scores and total scores of the User Experience of the mobile phone reading application,the scores and total scores of each dimension of the Flow questionnaire,and the Users’ s Continuance Intention are all close to the average level.Different mobile phone reading applications have statistical significance in the perceived experience dimension and emotional experience dimension of the User Experience,in the social experience dimension,mobile phone reading application.The difference in the total User Experience score was not statistically significant.The reading content preference was statistically significant in the control dimension and the pleasure dimension of the Flow,but in the immersive dimension and the time-distorted dimension.The difference between the focus dimension and the total Flow score was not statistically significant.The difference in the willingness to continue using different mobile phone reading applications was statistically significant.(4)The scores and total scores of the User Experience of the mobile phone reading application were significantly positively correlated with the continuous use willingness score.The scores of the mobile phone reading application User Experience and the total scores and total scores of the Flow and the total scores were significant.Positive correlation,the scores and total scores of each dimension of the Flow were significantly positively correlated with the willingness to continue use.(5)The User Experience of mobile reading applications has a significant predictive effect on the Users’ s Continuance Intention,and the Flow of mind has a significant predictive effect on the Users’ s Continuance Intention,User Experience of mobile reading applications.And Flow has a significant predictive effect on the Users’ s Continuance Intention,both of which can predict the variance of 48.3% of the Users’ s Continuance Intention.(6)The partial mediation effect between the User Experience and the Users’ s Continuance Intention is significant,and the mediating effect value is 19.8%.Based on the above research results,this study draws the following conclusions: mobile phone reading application users accounted for 65% of the total population,and reading behavior presented a "browsing" status quo.The mobile phone reading application market is showing a clear centralization trend,and diversified high-quality mobile phone reading applications are in urgent need of development.The User Experience,Flow,and the Users’ s Continuance Intention of the mobile phone reading application users are all close to the average level,and the User Experience of the mobile phone reading application needs to be improved.There is a significant positive correlation between User Experience,Flow,and Users’ s Continuance Intention.There is a partial mediation between the user experience and the Users’ s Continuance Intention.The above results show the current status of mobile reading applications,and reveal the impact mechanism of the Users’ s Continuance Intention,providing theoretical guidance for improving the user experience of mobile reading applications.