Research On Influencing Factors Of Users’ Intention To Continue Using Mobile Audio Platform

With the rise of "ear economy",the mobile audio industry has developed rapidly in our country,which has accumulated hundreds of millions of users in a few years.In the face of fierce industry competition,mobile audio platforms urgently need to increase user stickiness and enhance users’ willingness to continue using.In this context,it is of great significance for the long-term development of mobile audio platforms to explore the influencing factors of users’ willingness to continue using mobile audio platforms.At present,the research focus of mobile audio platform is shifting from the level of platform content and mode to the level of user behavior,but most of the existing research focuses on the first use behavior of mobile audio platform users,and relatively few research on their continuous use behavior.Himalaya FM,as the head platform of mobile audio platforms,has excellent indicators in terms of user activity,market share,user satisfaction and frequency of use.Therefore,taking Himalaya FM as a case to explore the influencing factors of users’ willingness to continue using mobile audio platforms is typical and representative.After reviewing relevant literatures in the field of intention to continue using,we can see that the current research in this field can be roughly divided into three models: Research on continuous use intention based on technology acceptance model;Research on continuous use intention based on expectation confirmation model;A study of continuous use intention from other theoretical perspectives.Among them,the research based on expectation confirmation model is the mainstream in this field.The expectation confirmation model mainly focuses on the discussion of users’ subjective perception on users’ willingness to continue using,and pays little attention to external factors.In fact,system characteristics and situational factors also have a certain degree of influence on users’ willingness to continue using.Therefore,platform quality,information quality and service quality,which are used to measure information system quality in the information system success model,are introduced in this study to measure the objective attributes of the mobile audio platform.At the same time,mobile audio platform belongs to hedonic Internet information system.This study integrated perceptive entertainment theory,introduced perceptive entertainment to further characterize users’ subjective perception,and finally constructed a model of influencing factors of Himalayan FM users’ willingness to continue using and proposed relevant theoretical hypotheses.The empirical research method based on questionnaire survey was adopted to test the aforementioned model and relevant theoretical hypotheses.The results show that perceived usefulness and perceived entertainment in users’ subjective perception have a significant positive impact on users’ satisfaction and willingness to continue using.The platform quality,information quality and service quality of the objective attributes of the platform have a significant positive impact on user satisfaction and continuous use intention.User satisfaction has a significant positive effect on users’ intention to continue using.User satisfaction plays a mediating effect between users’ subjective perception and their intention to continue using,as well as between the objective attributes of the platform and their intention to continue using.Finally,on the basis of summarizing the results of empirical analysis,this study started from the two-dimensional path of optimizing the objective attributes of the platform and improving users’ subjective perception,and proposed a strategy of improving users’ willingness to continue using the mobile audio platform by constructing a good content ecology,innovative platform services to enhance users’ perceived entertainment,strengthening platform construction and improving users’ satisfaction.