移动数字阅读平台用户转移行为研究

目的 /意义]我国的移动数字阅读市场规模逐渐扩大,商业性数字阅读平台用户数量不断增长,面对移动数字图书馆面临用户日益流失的情况,为此采用PPM理论模型探究用户从移动数字图书馆转移到商业性移动数字阅读平台的影响因素.方法/过程]通过PPM理论模型,确定影响移动数字阅读平台用户转移行为的推力、拉力、锚定3个方面影响因素...

Research on User's Switching Behaviors of Mobile Digital Reading Platforms

Purpose/significance]The scale of the mobile digital reading market in China is gradually expanding,and the number of users of commercial digital reading platforms is constantly increasing.Facing the situation of losing users on the mobile digital libraries day by day,therefore,this paper adopts PPM theoretical model to explore the influencing factors of users'switching from mobile digital libraries to commercial mobile digital reading platforms.Method/process]In this paper,PPM theoretical model was adopted to determine the three influencing factors of the users'switching behaviors on mobile digital reading platforms,namely push,pull and mooring.Research hypotheses were proposed to build a theoretical model,and questionnaires were used to collect data and hypothesis verification.Result/conclusion]The results show that in terms of push factors,the degree of users'dissatisfaction with information quality,system quality and service quality has a positive impact on users'willingness to switch to mobile digital reading platform.In terms of pull factors,perceived ease of use and network obligation have a significant positive impact on users'switching intention.Users'switching intention has a significant positive impact on their switching behaviors.On this basis,this paper provides suggestions for the improvement and development of mobile digital libraries from three aspects of contents,systems and services.