A Study On Sustained Use Intention Of Audio Reading Platform Taking Himalayan FM As An Example

With the rapid development of mobile internet and social economy,the popularity of mobile intelligent devices,the penetration of digital reading into users’ daily life,and the diversified development trend of users’ demand for reading field scenes,the voice reading platform represented by Himalayan FM gradually rises and continues to grow,enabling users to read at different times and in different scenes,bringing different reading experiences.As the head platform,Himalayan FM has a large user group and rich resources;Its market share and number of users are also among the best in the market.However,the market is full of various types of audio reading platforms,which have formed a relatively stimulating competition pattern.There are also new platforms emerging,and entering the audio reading market has intensified the competition.At the same time,consumers’ awareness of APP reading platforms has been continuously improved,and consumer psychology has changed,and the advantage of demographic dividend has gradually faded.Therefore,how to improve the user’s willingness to continue using,optimize the platform’s use experience,attract new users to use,improve the retention rate of users,and enhance the user’s stickiness and loyalty is an urgent issue to be considered in the development of the Himalayan FM audio reading platform.This thesis takes the Himalayan FM users as the research object to explore the user’s willingness to continue using,using the literature research method,in-depth interview method,questionnaire survey method and data analysis method,taking the technology acceptance model,expectation confirmation model,information system’s willingness to continue using model and user experience theory as the theoretical basis,combining with the research of relevant scholars,the user’s sensory experience,emotional experience The service quality and content quality are regarded as the influencing factor variables,and the theoretical model of the willingness to continue using the Himalayan FM audio reading platform is constructed and the hypothesis is put forward,which is verified by empirical research.In terms of empirical research,take the users of Himalayan FM as the research object,conduct in-depth interviews with the users of Himalayan FM on the basis of relevant theoretical research,extract relevant variables,conduct pre-survey to verify the reliability and validity of the questionnaire,and then conduct the distribution and data collection of the formal questionnaire through the network.After that,SPSS26.0 and AMOS tools were used to analyze the data of the sample and modify the model to verify the rationality of the model and the correlation of variables.The research results show that the service quality and emotional experience of the Himalayan FM audio reading platform affect users’ perceived usefulness and satisfaction,the quality of content provided by the Himalayan FM affects users’ perceived usefulness,the perceived usefulness affects users’ satisfaction,and the perceived usefulness and user satisfaction affect users’ willingness to continue using.The user sensory experience and content quality provided by Himalayan FM have no impact on perceived usefulness,and the content quality provided by Himalayan FM has no impact on satisfaction.Based on the research conclusion and the current development of FM in the Himalayas,this thesis puts forward the following suggestions: develop new functions,such as voice comment function,voice and picture co-frequency display function,voice feedback function,etc.,to improve user participation and user experience;Satisfy user needs,provide high-quality content,expand sound use scenarios,increase user sense of belonging and improve perceived usefulness through online+offline integration;Optimize user use incentive methods,personalize voice,reduce pop-up of interface advertisements,provide personalized services,enhance user stickiness and improve satisfaction.