Research On The Influencing Factors Of Users’ Discontinuous Usage Intention Of Mobile Audio Platform

The increasing progress of technology not only drives the development of social economy,but creates better material conditions,so that people’s consumption gradually changes from the initial material enjoyment to higher spiritual and cultural pursuit.In a short time,knowledge payment with sharing knowledge and skills as the core is gradually emerging.Paying for high-quality knowledge has become a consensus among people.Knowledge payment is also derived from paid Q&A,mobile audio and other segmented products,which meet people’s knowledge needs in different scenarios,and become a good medicine for people to relieve knowledge anxiety and obtain spiritual satisfaction in fragmented time.However,the prosperity also hides the problem of discontinuous usage,such as users using less frequently or suspending temporarily.The emergence of these problems caused the platform revenue decline,affecting the long-term healthy development of knowledge payment platform.In academia,researchers have gradually paid more attention to the discontinuous usage of users,but most of the focus is on social media.Few studies have been conducted on mobile audio platforms.Based on this status quo,this study uses the "Cognition-Affection-Conation"(CAC)framework,combined with the information system success model,perceived value theory and perceived risk theory,to explore the influence mechanism of mobile audio users’ discontinuous usage intention.This study explores the factors that may lead to discontinuous usage by combing the literature related to mobile audio platforms and discontinuous usage intention.Based on the review of current studies,it is found that most scholars regard overload as antecedent variable,and few studies focus on qualitative analysis.This study believes that users’ perception of platform features also leads to discontinuous usage,and therefore takes perceived quality,perceived value,and perceived risk as the dimensions.According to existing studies,cognitive factors of users may lead to changes in their emotional states.This study takes fatigue and dissatisfaction as the dimensions of emotional response,so as to construct a research model of discontinuous usage intention of mobile audio users.Based on the mature scale of relevant research at home and abroad,the questionnaire design was carried out in this thesis,and 302 valid questionnaires were finally collected through the "Questionnaire Star" platform and empirical analysis was carried out.The results show that fatigue and dissatisfaction have a significant positive effect on discontinuous usage intention and play a partial mediating role between cognition and discontinuous usage intention.Perceived quality(low information quality,low system quality)and perceived value(low emotional value,low social value)have significant positive effects on fatigue and dissatisfaction.Perceived risk(privacy risk,perceived cost)may lead to fatigue,but it cannot directly affect user dissatisfaction.The main contribution of this thesis is to identify different factors of users’ discontinuous usage intention of mobile audio platform,and to confirm the partial mediating role of negative emotional response between users’ cognition and discontinuous usage intention.Empirical analysis shows that the perception of "quality" also affects users’ discontinuous usage intention.This conclusion adds to the research theories of users’ discontinuous usage,CAC framework,perceived value,and perceived risk.In practice,it also helps mobile audio platform reduce users’ discontinuous usage behavior by optimizing product and promotes the sustainable development of knowledge payment platform.