A Research On The Value Of Young Users For Audiobook Platforms In China

As an important choice for people's leisure,entertainment and learning,the audiobook platforms in China have been rapidly developed under the impetus of information technology,but it has also formed a fiercely competitive market.In this environment,how to continuously meet the needs of users and gain a competitive advantage is a practical question to be solved urgently for the audiobook platforms.Based on the user value theory of Woodruff,this paper converts the above-mentioned problem into the implementation of the user value for the audiobook platforms.Taking the mainstream users of the audiobook platforms as the object,comprehensively using the user value theory and the laddering theory,the author aims to research the value of the young users of China's audiobook platforms on the basis of empirical analysis.To this end,the author did the following jobs.Firstly,stipulated the scope of the objects to be discussed after analyzing the existing research.Secondly,based on the user value theory of Woodruff,and according to the instruction of laddering theory,the author conducted one-to-one in-depth interviews on 17 samples and quantitative analysis to constructed the hypothetical hierarchical user value map of China's audiobook platforms.Based on this map,the paper separately identified the key elements of China's audiobook platforms at attribute level,consequences level and values level;then analyzed its user value generation path and the reasons for the lack of user value of some attribute elements.Finally,in order to further clarify the relationship between audiobook platforms and users,this article introduced platform economics,and on this basis,discussed the development direction of audiobook platforms in China.The research shows that users would obtain 29 attribute elements,14 consequence elements and 6 value elements through using audiobook platforms.And each level has core elements that can bring more value to users.At the same time,the path of user value is complicated.This complexity stems from both the complex relationship between the elements and the user differences.In addition,some attributes cannot provide value to users because the functional design cannot create the expected value;the platform strategies does not match the users' needs,and the promotion is unfavorable.Finally,this article finds that from the perspective of the platform economics,cultivating content and optimizing the community atmosphere can trigger the cross-network external effects of the audiobook platform and achieve awin-win situation between the platform and content consumers and content producers.The research conclusion of this article can be used as a basis for China's audiobook platforms to improve product design,enhance the key value of services,and establish its own competitive advantage.It also provides meaningful ideas for the development of audiobook industry.