Research On The Motivation Of User Demand Of Integrated Publishing Products

Under the new situation,General Secretary Xi Jinping proposed to "promote the deep integration of media and strengthen the new mainstream media".After preliminary integration and development,China's publishing industry has now entered a new stage of deep integration and development of traditional publishing and emerging publishing.However,in the practice of publishing industry,there is still the problem that the form of publishing fusion products is too thin to meet the personalized needs of users.For this reason,this study proposes to explore the causes of the changes of users' demand for converged publishing,with a view to providing reference for the publishing industry to create converged publishing products that meet users' needs.Firstly,this paper combs the related research on the development of Publishing fusion and users' needs,puts forward the concept of "integrated publishing products",and divides the specific product forms in the current publishing practice according to the classification standards of professional publishing,educational publishing and mass publishing.Based on the demand theory,the research summarizes the users' needs of the integrated publishing products.The research classifies the user needs of end-users' integrated publishing products into two dimensions: content demand and service demand.On the basis of clarifying the concept of "integrated publishing products" and the dimensions of users' demand for integrated publishing products,this paper studies the antecedents of users' demand-the drivers of users' demand for integrated publishing products.The research on the division of drivers is carried out from two aspects: content-driven drivers and technology-driven drivers.The specific dimensions include content quality,content presentation,perceived usefulness and perceived ease of use.On the basis of defining the dimensions of users' demand and demand drivers of integrated publishing products,a "model of users' demand drivers of integrated publishing products" is established,and the hypothesis of the relationship between drivers and users' demand is put forward.The specific verification process of the research was carried out through questionnaire survey and data analysis.The research revised the existing authoritative scale in close connection with the research object,and obtained the questionnaire of this study through expert consultation and pre-test.Based on this,the research was carried out.Through empirical research and data analysis,this study draws the following conclusions: First,content drivers and technology drivers work together on users' needs;Second,content quality significantly affects content demand and service demand;Third,the content presentation significantly affects the service needs of users;Fourth,perceived usefulness significantly affects content demand and service demand;Fifth,Perceived ease of use significantly affects users' service needs.On the basis of empirical conclusions,this paper puts forward the following suggestions for the production of integrated publishing products: first,produce products around the needs of users;Second,improve the content quality of integrated publishing products;Third,enrich the content presentation forms of the integrated publishing products;Fourth,enhance the practicability of product technical means;Fifth,reduce the technical threshold of product use.