Research On Users’ Continuous Usage Intention Towards Mobile Information Service From The County-level Converged Media Center

With the implementation of county-level converged media center,a series of matrixes and other digital infrastructure have been basically completed,providing guarantee for function extension and service improvement of county-level converged media center.As an authoritative information release and aggregation platform for counties,improving user stickiness and ensuring continuous use are the key to improving its communication,guidance,influence,and credibility.Combined with the new media environment,county-level converged media center has been upgraded from traditional news production organization to mobile information service platform,which should pay particular attention to attracting and retaining users.Therefore,this study focuses on the Apps/accounts of county-level converged media center in Shandong Province,and adopts the research method combining quantitative research and qualitative research to explore the key factors that affect users’ willingness to continue using,so as to enhance the user stickiness of county-level converged media center and promote its better development.In quantitative research,an extended model based on the technology acceptance model and the information system success model is constructed,with specific dimensions including perceived mobility value(PMV),perceived ease of use(PEOU),subjective norms(SN),perceived usefulness(PU),user satisfaction(Sat),information quality(IQ),service quality(SQ),and continual usage intention(CI).By using the Partial least square structural equation modeling,it is found that user satisfaction and subjective norms have direct effects on the intention to continue using,while perceived usefulness,information quality and service quality have indirect effects on the intention to continue using through the intermediary factor of user satisfaction.Qualitative research,as a supplement to quantitative research,summarizes five factors that affect users’ willingness to continue using,namely,information quality,service quality,perceived usefulness,space occupied by App and users’ conformity psychology,through three-level coding of interview content,which further supplements the quantitative research conclusions.Among them,the direct positive influence of information quality and service quality on users’ intention to continue using is supported.The connotation of perceived usefulness is expanded,mainly including social interaction,environmental monitoring,knowledge learning and satisfying daily life.At the same time,the interviewees also express that county-level converged media center could produce high-quality content,simplify operational processes and improve service.