Research On Influencing Factors Of Audio Reading Platform User Stickiness Based On SOR Model

With the popularization of Internet technology and mobile terminals,people’s reading methods have undergone revolutionary changes in the era of new media,and audio reading has entered the public’s vision.As a new way of reading,audio reading meets people’s fragmented reading needs,liberates people’s eyes and has a large number of audience users.Audio reading platform connects content producers in the upstream of the industrial chain and listeners in the downstream,which has played a positive role in promoting the promotion of audio reading.However,with the rapid development of the audio reading industry and the continuous expansion of its market scale,the competition between audio reading platforms is becoming more and more fierce,and the problems of user loss and low user engagement also appear.Facing this dilemma,this paper takes audio reading platform as the research object,builds a research model of influencing factors of user engagement on audio reading platform,explores the influencing paths of various factors,and provides suggestions for the management strategies of audio reading platform.By studying SOR model,flow theory,gamification theory and TAM model,this study explores the theoretical support of these theories for questionnaire design of factors influencing user engagement on audio reading platforms.By constructing the relationship model of "cognitive factors,design factors--flow experience,intention to use--user engagement",the influence path of each factor is analyzed.Data analysis software SPSS and Smart PLS3.0 were used for goodness of fit test to verify whether flow experience and intention to use were mediating variables.Through data analysis,the following conclusions are drawn: Perceived usefulness and perceived ease of use have an impact on user intention and flow experience,which further affects user engagement;The addition of achievement elements combined with design elements of audio reading platform also positively affects user engagement through usage intention and flow experience.Flow experience and intention to use play an important mediating role in influencing relationships and cannot be ignored.Finally,based on the above research results,some guiding suggestions and opinions are provided for audio reading platforms to improve user engagement.The research on the factors influencing user engagement of audio reading platforms not only helps the platform to make the right remedy in terms of user engagement,but also helps users to get a better user experience and promote the prosperity of China’s audio reading market.