Research On The Factors For User Churn Of Social Reading Platforms

National strategy and industry development have promoted the rising of digital reading contact rate.The digital reading industry is changing,from a split operation of content platforms and users to an industrialized development model of content supply,platform operation and user contact.A platform that integrates social and reading is becoming an important participant in the industry.Users can perform activities such as reading,work recommendation,and sharing opinion on this platform,and they can also establish contact with other users through the link between the platform and social media.At present,many users on social platforms have shifted from active use to passive use or loss.This phenomenon has begun to spread on social reading platforms.Therefore,It is of great practical significance to fully understand the influencing factors of the user loss of the social reading platform and its action mechanism.This article studies the problem of the users churn of social reading platforms.First of all,using the literature analysis method to sort out the research status of social reading and user churn at home and abroad.Defining the concept and decision node of user churn based on the domestic and foreign scholars' research on the concept and time node of user churn,and the results of the user survey conducted in the previous period.Secondly,taking the social reading platform as the research object,selecting experienced users as the research sample,and obtaining the original data through in-depth interviews.Subsequently,Constructing the theoretical model and proposing assumption through the S-O-R theory and the rooted theory.In the stimulus dimension,system factors(information quality,system quality,service quality)act indirectly on user churn through perceived value;environmental factors(social factors)both directly affect user churn and indirectly affect user churn through user perceived value.In the body dimension,user perceived value(perceived functional value,perceived emotional value,and perceived social value)have a direct impact on user churn.Empirical research will be the finally step,and this method is used to analyzing and testing the model constructed and interaction mechanism between various factors.In this stage,questionnaire survey and statistical analysis are used at this stage,which to do descriptive statistical analysis,exploratory factor analysis,confirmatory factor analysis,factor analysis and path analysis on the 308 valid questionnaire data.Then verifying the fitness of the model and the significance of the relationship hypothesis.The results show that among the latent variables,social factors have the greatest impact on user churn,followed by information quality,and finally system quality and service quality.This study starts from the reverse perspective of users' continuous use on the social reading platform,focuses on user churn.Which will dig deeper into the factors that affecting user churn,and reveal the influencing mechanism among the factors,then enrich relevant research content.The research results have certain practical significance for cultivating users' stable reading habits,and preventing the User churn of the platform.