Research On The Demand And Satisfaction Of News APP Based On AHP-TOPSIS Analysis

In recent years,China has comprehensively promoted the construction of Internet infrastructure.In China,the 4G network has been fully popularized and breakthroughs have been made in the construction of 5G network,showing that the mobile intelligent terminal has a good momentum of development.At the same time,online users are more inclined to connect to the Internet using mobile terminals and mobile phones have become the preferred tool for people to connect to the Internet.In the mobile Internet market,various applications are emerging rapidly,while News Apps are more suitable for people's current reading habits and thus have become the first choice for people to obtain news and information.Occupying a huge user group in the market,News Apps has always been in the leading position in the mobile Internet industry.However,the existing news apps in the market are in the dilemma of serious homogenization and uniformity,which is not conducive to the benign development of the industry and makes it difficult for the users to choose an app more suitable for them.According to the “uses and gratifications” theory,audiences choose one medium because this medium can meet their needs.Therefore,audiences choose news apps in order to meet their reading needs.For news apps,their audience is their user.With the theory of “rational behavior”,we can analyze the behavior intention of users and predict their actual behavior.With the advent of Internet technology,based on the theory of “rational behavior”,the technology acceptance model emerges at the right moment.This model can be used to analyze and summarize the demand factors that affect users' use of news apps.Users' demands for news apps can be divided into a series of influencing factors which are independent of but related to each other at the same time,which can directly reflect users' demands for news apps.Combined with the historical documents and the opinions given by experts at the conference,we confirmed the demand factors needed in the study and built a set of news apps user demand model.The model includes two first-level criteria-perceived ease of use and perceived usefulness,six second-level criteria-security,interactivity,points and reward mechanism,news content,GUIContent,sociability and 25 third-level criteria.Different demand factors have different influences on the demand of news APP users.The expert group scores the demand factors in the news apps user demand model constructed above in accordance with the basic principles of Delphi method.Then they use the analytic hierarchy process to calculate the weight value of all the demand factors,and sort the results.Finally,the evaluation system of news apps users' demand is established,and the importance of each demand factor in the AHP model of news apps users' needs is determined: The weight of perceived usefulness is greater than perceived ease of use,and the weight of news content criteria is the highest in the secondary criteria,followed by security criteria.According to a number of data lists,including estimated downloads of IOS system in recent six months based on Qimai data,total downloads of Android system monitored by Kuchuan,2019Q1 China mobile news client market monitoring report in i Media report and the active number in December 2020 of Yiguanqianfan,we selected six head news apps as the research objects among many news apps,namely Toutiao,Tencent News App,Qoutoutiao,Net Ease News App,Sina News App and Sohu News App.Although there are many similarities in product design and content recommendation among the six head news apps,users can still meet their own needs to different degrees in actual use.According to the basic principles of Delphi method and combined with the user demand assessment system of news apps,senior users score the selected 6 news apps,and then use TOPSIS method to calculate their user acceptance.The results showed that Toutiao performed the best among the six apps,while Qoutoutiao received the lowest user acceptance.If news apps wants to stand out in the competitive market environment,it must meet the needs of its users.Only by meeting the needs of its users can it improve the acceptance of users and have a larger user group.With the rapid development of the mobile Internet market,the needs of users of news apps are changing accordingly,and the focus of users of news apps in different periods is also different.As for the future research on the demand of news apps' users,we can expand the selection range of demand factors and further explore relevant demand factors.