Research On Influencing Factors Of Users' Continuous Usage Intention Of Audio Reading Platform

In recent years,with the rise of audio reading platforms and the increase of market volume and user number,audio reading has become the new trend of popular reading.According to an industry report published by iiMedia Research,the competition of the audio reading market is basically stable,including comprehensive audio reading platforms represented by Himalaya FM,vertical audio reading platforms represented by Lazy Audio and other portable music and book platforms that have audio reading functions.With users' growing understanding about audio reading,the market penetration of audio reading has been completed,the demographic dividend is fading,and the user growth has slowed down.Meanwhile,due to the homogeneity of basic functions between platforms,users are faced with a number of choices,and the low transfer cost leads to poor user stickiness.Therefore,the biggest challenge for audio reading platform operators at present is how to prevent user loss in competition,and how to keep users and improve user loyalty.After literature review,however,it can be found that studies of audio reading mainly focus on content production,profit model research,existing problems,development strategies and other aspects,while the systematic research of user continuance is scarce.In this research,Expectation Confirmation Model-Information Technology(ECM-IT)is adopted as the theoretical frame,and a research model is constructed upon the basis of literature analysis and interview combined with Perceived Value Theory.The empirical analysis results reveal that both the usefulness and portability perceived by users of audio book platforms are significantly conducive to improving satisfaction and strengthening willingness of continuance,while the influence of joyfulness and convenience on willingness of continuance fails to pass the test.In addition,the cost of listening to audio books does not have significant influence on user satisfaction,but do impact users' willingness to use the platform continuously in the long run.According to empirical analysis results combined with user interviews,in this paper,solutions and suggestions to improve audio reading platform users' intention of continuance is proposed:keep content quality and improve usefulness;promote free flow service and improve portability;push programs intelligently and try companion audio;optimize user experience and improve convenience;price reasonably and innovate profit modes;focus on user expectation and improve expectation confirmation.