Research On User Adoption Behavior Of Mobile Radio Based On Innovation Diffusion Theory

With the support of the national "Internet +" strategy,the interconnected cultural industry has taken on a new trend.The traditional radio stations have revolutionized and mobile radio stations with the characteristics of pluralism,immediacy,portability and richness have emerged.The accompanying feature satisfies the core requirements of the users' fragmentation listening.With the development of software and hardware technologies such as 4G,big data and mobile payment,the application scenario and business model of mobile radio are becoming more and more mature.It has gradually become a popular way of entertainment consumption for users.The "ear economy"has become a popular outlet.This paper selects the Himalayan FM in the mobile station to explore the case,focusing on the diffusion of Himalayan FM in China and the factors affecting the user's use of Himalayan FM through the innovation diffusion theory,and finally proposes a new path for the development of mobile stations in ChinaThis paper adopts the theory of innovation diffusion to conduct empirical research,and combines the innovation diffusion theory with the three dimensions of channel,content and effect in Lasswell's 5W communication model to design a questionnaire.Taking the adoption behavior of Himalayan FM users to consider the diffusion process of Himalayan FM in China.From the user's use time,frequency of use.whether it will continue to use.whether it will recommend others to use and whether you are willing to pay for knowledge as a measure of the spread of Himalayan FM.Data were collected through questionnaires,and 600 questionnaires were finally retrieved.The effective sample size was 567.The questionnaire data was processed and analyzed using SPSS software.Based on the innovative attributes in the theory of innovation diffusion,the paper puts forward the hypothesis proposition based on its relative superiority,compatibility,usability,testability and observability as the influencing factors,and the influence factor model of Himalayan FM diffusion is preliminarily constructedThrough correlation analysis,it is found that the relative superiority compatibility,usability,testability and observability of Himalayan FM have a certain impact on the user's use behavior,and there is a significant positive correlation among them.Secondly,through regression analysis,the following conclusions can be drawn First,compatibility is an important factor affecting user's use time;second observability,relative superiority and testability are important factors affecting the frequency of use;Third,compatibility and usability are important factors that affect whether users continue to use Himalayan FM;Fourth,usability and compatibility are important factors that influence whether users will recommend others to use them Fifth,testability and observability are important factors that influence whether users are willing to pay for knowledge.Finally,according to the conclusion,the author revises the influence factor model of Himalayan FM diffusion in ChinaBased on the research results,the author put forward some relevant suggestions for the development of mobile stations in the future.Continue to adhere to the"content is king" to enhance the superiority of content;further provide users with accurate recommendations,optimize compatibility;pay attention to user experience reduce product complexity,enhance ease of use;take service as the core,strengthen testability;diversified promotion,broaden the channels of communication,form a unique competitive advantage;innovate the payment mechanism,cultivate user's awareness of payment,and improve the profit model.