An Empirical Research On Influence Factors Of Customer Satisfaction Of Mobile Reading

Mobile Internet applications(APP)have deeply penetrated into the users' daily life,the emergence of mobile media such as e-book,tablet PC and mobile phone has overturned the traditional way of reading,public can utilize mobile equipment to acquire information quickly and massively at any time anywhere only by using short fragments of time.Mobile reading has become an important component of the mobile Internet,with the country's advocacy of universal reading,the establishment of a good social policy,the progress of science and technology,and the diversification of cultural products.The great perspective of mobile reading market has attracted many telecom operators and Internet companies.Baidu literature,Zhangyue literature and Alibaba literature have been set up one after another.Soon after,Zhangyue and Yuwen Group Company goes to initial public offering.Mobile Reading industry moves from the high-speed development stage into a more normalized and mature road.The user's demand for reading is getting higher and higher,and the competition of mobile operators is becoming more and more fierce.The satisfaction degree of mobile reading has gradually become the focus of competition.The operators constantly enrich the platform content and service level,and strive to improve the user's reading experience to ensure the retention rate of the users.On the basis of the Theory of Users' Satisfaction Rate,this thesis takes mobile reading as a researching object,constructs a theory model about how the following factors affect users' satisfaction rate for mobile reading,that is,brand image,users' expectation,perception quality,and perception value.Firstly,SPSS and AMOS software are used to verify the reliability and do exploratory factor analysis about data in the preliminary research,after which the initial concept model are further amended.Secondly,confirmatory factor analysis,descriptive statistics,correlation analysis,regression analysis and so on are used to verify the reliability and validity of data in the formal investigation,and to verify the previous theoretical model.By making such a research,to discuss about affecting factors and affecting mechanisms of users' satisfaction rate for mobile reading,the study found that brand image,perceived quality and perceived value has positive correlation with customer satisfaction individually.Among them,perceived quality has the strongest relationship with satisfaction,brand image and perceived quality not only has a direct impact,but also the indirect effect on customer satisfaction.Finally,according to the empirical results,proposes corresponding suggestions and recommendations about how to improve users' satisfactory rate for mobile reading from the aspect of the whole industry.