Research On Influencing Factors Of College Students’ Willingness To Continue Using Mobile Audio APP

Relying on the development of mobile Internet technology and the popularity of intelligent mobile terminals,mobile audio products with fragmentation and accompanying characteristics are emerging,and the size of the mobile audio market and user scale are increasing year by year,compared with traditional radio stations,mobile audio APP is favored by more users.With the emergence of new audio products,market competition has become more and more intense.Against the background of gradually increasing customer acquisition costs,how to enhance users’ willingness to continue to use has become an urgent problem to be solved.As the core user group of mobile audio APP,it is important to analyze the media usage behavior of users from the perspective of users and explore the factors influencing their willingness to continue to use,which is important for mobile audio APP to further enhance user stickiness and platform optimization and upgrading.This paper first introduces the research background and research significance,proposes the research questions,and determines the research method.At the same time,relevant domestic and international literature is organized and summarized to understand the current status of research on mobile audio APP and users’ intention to use it consistently.Secondly,we sort out the related concepts and theoretical foundations,take the information system continuous use model(ECM-ISC)and information system success model(D&M)as the basic models,combine the characteristics of mobile audio APP and college students,and innovatively introduce the variable of "social demand" in the theory of use and satisfaction and the variable of "social influence" in the theory of social influence.Finally,10 variables are summarized: information quality,service quality,system quality,expectation confirmation,perceived usefulness,perceived ease of use,satisfaction,social demand,social influence,and intention to continue to use.Then,we defined the concept of influencing factors,constructed the research model,and proposed hypotheses;we developed a questionnaire based on the previous variables,and 386 valid questionnaires were distributed and collected;then we used SPSS26.0 and AMOS26.0 to analyze the data with descriptive statistics,reliability test,correlation analysis,and structural equation modeling to explore the deep relationships among the variables.After a series of data analysis,we concluded that: expectation confirmation has a positive effect on perceived usefulness and satisfaction;information quality,service quality,and perceived usefulness all have a positive effect on satisfaction and intention to continue using;social needs and social influence positively affect intention to continue using;system quality has no direct effect on satisfaction,and perceived ease of use has no direct effect on intention to continue using.15 research hypotheses Thirteen hypotheses were verified,and the research model as a whole has a high degree of adaptability to the research content.Finally,in view of the results of empirical analysis,the following suggestions are made for mobile audio APPs to build their competitive advantages and further enhance users’ willingness to continue using them: first,optimize services: promote system upgrades and enhance user experience;second,strictly control content: create high-quality content and enrich cultural connotation;third,deepen social: innovate community operation and enhance user stickiness;fourth,expand promotion: build a publicity matrix and focus on brand building.