Research On The Influencing Factors Of Audiobook Users' Continued Listening Intention

In the era of rapid development of science and technology,various industries are gradually transforming to digital.More and more users choose mobile audio platform to listen to books.As a kind of product with rapid development momentum,all kinds of mobile audio platforms have been launched one after another to compete for user traffic in the audiobook sector.However,in order to have a long-term and stable user group,it is necessary to fully understand the continuous listening behavior of users and make targeted adjustments and optimization.Himalaya FM is a leading platform for audio book development.Therefore,this study chose Himalaya FM as an example to study the factors that influence the continuous listening willingness of audio book users and the influence of each factor on the continuous listening willingness of users.On this basis,it provides reference and suggestions for the operation and content design of audio book users on mobile audio platform.In this study,the expected confirmation theory model was selected as the basic model,and two factors of perceived entertainment and perceived ease of use were added to put forward 11 research hypotheses.In this study,questionnaire survey was used to collect data and SPSS23.0 software was used to process the data to complete the empirical analysis and verify the hypothesis.The results show that users' perceived usefulness,perceived ease of use,perceived entertainment and satisfaction have positive effects on their willingness to continue listening.Users' perceived entertainment,perceived usefulness and expected confirmation have positive effects on their willingness to continue listening.User's expected validation positively affects user's perceived usefulness.Satisfaction had a complete mediating effect between perceived usefulness and continued listening intention.Satisfaction had a partial mediating effect between perceived entertainment and continued listening intention.Perceived usefulness had a partial mediating effect between expected confirmation and satisfaction.This also means that in order to improve users' willingness to listen continuously,it is necessary to improve users' perceived usefulness,perceived entertainment,perceived ease of use,satisfaction,etc.To improve user satisfaction is particularly important.According to the research conclusions,this paper proposes to create an immersive atmosphere of listening to books and synchronize sound and painting.Change the way of advertisement interspersing and simplify the function setting of listening interface;Improve content quality to meet users' entertainment needs;Enrich audio book programs and create gender-specific content.