Research On The Influencing Factors Of Mobile Reading Users' Willingness To Pay

The development of mobile reading and the improvement of copyright awareness have promoted the gradual improvement of mobile reading market operation,and pay-charge reading is an inevitable development trend.This paper takes the mobile readers' willingness to pay as the research theme,explores the influencing factors of mobile readers' willingness to pay,reveals existing problems,and proposes optimization measures.First,sort out the current status of the field of mobile pay-charge reading at home and abroad.Based on the Unified Theory of Acceptance and Use of Technology,integrate User Perceived Value theory and Innovation Diffusion Theory to construct a research on the influencing factors of mobile readers' willingness to pay.Then,design questionnaire and measurement scale,collect survey data of paper and electronic questionnaire,through the validity and reliability analysis of questionnaire data,ensure the validity and credibility of the measurement data,for the later data analysis and structural equation verification Lay the foundation.Use SPSS 19.0 to analyze the questionnaire data,and use AMOS 20.0 software to verify the structural equation of the hypothetical model.At the same time,the structural equation model is further revised with the verification analysis conclusions.According to the model verification results.Performance Expectations,Effort Expectations,Emotional Ealue and Eocial Impact have a direct positive effect on users' willingness to pay.Compatibility has a significant positive impact on Effort Expectations and Payment Behavior.Social Value has a positive effect on Emotional Value.By studying the influencing factors of mobile reading users' willingness to pay,the existing problems of mobile reading services are revealed.On this basis,corresponding optimization measures on mobile reading platform services,user perceived value,social education,and copyright policies.