The Study On The Influencing Factors In The Diffusion Of The Portal News APP

With the development of the Internet, the mobile news APPs came out. In China,there are three kinds of news APP:the portal news APP,the traditional news APP and the news APP that created by the Internet companies. The portal news APP has the greatest number of users and active users, at the same time it is also diffused more widely. Based on the theory that the diffusion of innovations and the four factors in the diffusion by Rogers, this research is going to explore the influencing factors in the diffusion of the portal news APPs and how to make the news APPs become better in our country.The thesis takes Tecent News APP as a representative to analyze. The author choose the using time, the using frequency, the behavior of continuing usage and recommending to others as the independent variables, and choose the relative advantage, compatibility, complexity, trialability, observability, communication channels, creativity and the social situation as dependent variables. At the same time, put forward a series of assumptions and create the model of influencing factors of the diffusion of Tencent News APP. Through the questionnaire answered by 317 respondents, then the dates was be analysed with SPSS.Firstly, the result shows that the relative advantage, compatibility, complexity, trialability, observability, communication channels, creativity and the social situation are all related to the usage of Tencent News APP, which is concordant with the hypothesis. Secondly, the regression analysis shows that the relative advantage, complexity and observability are the most important factors influencing the time of usage. The relative advantage, observability and interpersonal channels are the most important factors influencing the frequency of usage and the users selecting whether to use Tencent News APP. The relative advantage, interpersonal channels and creativity are the main factors influencing the behavior of recommending the APP to the others. Based on this result, the model is amended.According to the results of the study, the author put forwards some advices of the news APPs’future development in China. First of all, selecting the content which is interested by the users can make the news APP diffused widely. At the same time, the news APPs should have the core competence, which is important to the diffusion of itself. Secondly, The interactive design is better to be more user-friendly and the social relation is also should be paid more attention. We should better extend the functions of news APPs, such as the based location service, which will makes more convenienceto the users.