Research On Customers' Loyalty Of Mobile Reading APP

The innovation and progress of technology lead to the changes of all aspects in our society.The rapid development of 3G and 4G network creates a good condition for the users to use mobile Internet,to further promote the development of the mobile industry.The function of mobile phone is developing from communication to multifunction.The users' demand of internet can be satisfied in hand,consumersof mobile APP gradually increase.Reading style change from traditional reading to mobile reading,mobile reading has a good development prospect.Recent academic research on mobile reading is mostly focused on mobile reading characteristics,development status and the study of the market conditions.But those empirical researches have a limited research scopeand rarely starts from the perspective of loyalty.However loyalty has an important significance to both the enterprise management and the development of mobile reading.For this reason,it is necessary to conduct this study of loyalty research in the field of mobile reading.The measurement of variables was based on the perceived value measurement scale proposed by Sweeney and Soutar(2001).93 valid questionnaires showedthat the emotional value,price value,social value,performance value are not suitable for the perceived value measurement of mobile reading users.Therefore,according to the result of exploratory factor analysis,theperceived value of the mobile reading users are divided into four dimensions: the content value,price value,social value and design value.The interviews and formal study of exploratory factor analysis found that this fourdimensions measurement are more suitable for the measurement of mobile reading users' perceived value.The final survey is conducted by paper questionnaires and the online questionnaire.The main research object are those mobile reading users.Finally 481 valid questionnaires are collectedafter eliminating the invalid questionnaires.Based on the analysis of the sample,the following conclusions of this study are obtained:(1)The top 3 commonly used mobile reading APPin this study are iReader,Kindle and QQ reader.Thepercentage of users who used only one APP is about 40%;40.3% users give up some reading APPSdue to the poor user experience.(2)Users whose use age is 1 to 3 yearsaccount forthe highest percentage(almost 50%).Nearly 42% of the users read every day;76.7% of the users spend more than 15 minutes reading every day,whether it is a short-time reading or a long-time reading.Usersprefer to read after the dinner or before the sleep.The favorite mobile reading place isthe living place,followed by bus subway station,the workplace,theclassroom.(3)The users' satisfaction directly affects the users' loyalty of mobile reading APP.(4)Thecontent value positively affects users' satisfaction and loyalty;The price value positively affects users' satisfaction,but there is no direct relationship between the price value and users' loyalty;The social value negatively affects both users' satisfaction and loyalty;The design value positively affects users' satisfaction but has no direct relationship with users' loyalty.