Research On User Stickiness And Willingness To Pay In The Context Of Social Mobile Reading

Reading has always occupied an important position in people’s social life.Since "Reading for all" was included in the government work report,reading has become a hot topic in the entire society.In the context of mobile Internet,people’s reading habits also shift from traditional paper reading to digital reading.The link between reading and social network,and the integration of reading activities and social activities make reading socialization more obvious.Mobile reading platforms also gradually develop towards the trend of social mobile reading.In this new environment,social mobile reading apps gradually become important platforms for people’s daily reading activities.This article selects the most representative social mobile reading platform "weread" app as the research object,analyzes the sociality of the mobile reading platform and the resulting user stickiness,and explores the influence of social factors on user stickiness and user willingness to pay,then explores the relationship between user stickiness and willingness to pay,which has theoretical value and practical significance.First of all,this study introduces the background and significance of the topic.Through the review of relevant research literature,it has a more comprehensive and detailed grasp of "mobile reading","reading socialization","user stickiness",and "willingness to pay".The study also expounds the S-O-R model,technology acceptance model and other related theories.Secondly,this study analyzes the social behavior of "weread" app and its platform users.This research uses qualitative research methods to analyze the social nature of "weread" app,and further deepens the understanding of social mobile reading.Then,this study constructs a research model of influence factors of user stickiness and willingness to pay.Then,through the data collected by the questionnaire,Smart PLS 2.0 is used to analyze the reliability and validity of the collected effective questionnaire and to test the hypothesis,as well as to test the various factors and their action paths in the theoretical model.The results show that social identity and incentive mechanisms,which belong to the category of social factors,as external stimulus,and perceived usefulness and perceived ease of use,which belong to the category of use perception,have significant positive impacts on user stickiness,that is,user loyalty and user dependence.Meanwhile,user loyalty also has a significant positive impact on willingness to pay.