Research On The Use And Satisfaction Of Users Of Social Reading APP "WeChat Reading"

The development of today's mobile Internet has enabled audiences to obtain timely and rich information resources,and it has also deepened the trend of information explosion and fragmentation,resulting in people spending a lot of time selecting the content they need from redundant information.In this situation,various social reading apps came into being,which not only subverted the traditional closed reading habits of individuals,but also had a profound impact on the publishing industry,media development,and reading effectiveness.Among these social reading apps,the "WeChat Reading" APP based on the WeChat friend relationship chain has sprung up,and has quickly established a foothold in the reading application market.As a typical application of social reading,the "WeChat Reading" APP focuses on "reading experience + social experience",which fully reflects the characteristics of social reading.Based on the new characteristics of the reading environment in the current mobile Internet era,this article first explains the concept,characteristics and classification of social reading apps,and then describes the development background,positioning,functional structure and characteristics of the "WeChat reading" app To be explored.Next,the user of "WeChat reading" is taken as a research object to analyze their demographic characteristics,usage,motivation and satisfaction from the theoretical and empirical aspects respectively,and to study whether there are significant differences in demographic characteristics and usage behavior in motivation and satisfaction,While exploring the relationship between motivation and satisfaction.The research mainly focuses on the theory of “use and satisfaction” and analyzes the use and satisfaction of “WeChat Reading" APP users through a combination of unstructured interviews and questionnaires,and explores the existing problems of the “WeChat Reading” APP based on the results And propose solutions.It was found that there are six main types of motivations for users of “WeChat reading”.According to the degree of demand motivation,they are knowledge motivation,perceived ease-of-use motivation,reading cost motivation,entertainment pastime motivation,social interaction motivation,and self-presentation motivation.There are significant differences in gender,age,education,frequency of use,average duration of each use,and motivation to use;from the perspective of user satisfaction,the user's six motivations are basically satisfied.Among them,the degree of satisfaction of perceived ease of use The highest,with the lowest degree of social interaction satisfaction;there are significant differences in users 'gender,frequency of use,average time per use,and usage satisfaction;there is a significant positive correlation between the usage motivation and usage satisfaction of“ WeChat reading ”users,of which overall usage The correlation between motivation and overall use satisfaction is strongest.Finally,according to the conclusions drawn in the previous article,we analyze the existing problems of WeChat reading,such as insufficient publicity and promotion,single social mechanism,lack of in-depth mining of user needs,and single profit model.The development put forward four suggestions including promotion and promotion based on social media channels,deepening social mechanism,improving user experience,and innovating profit model.As an exploratory study,this research is intended to provide reference suggestions for the development of domestic social reading apps,and to enrich audience research in new media communication.