A Study On Users' Continuous Use Behavior Of Mobile Reading APP In The Perspective Of Community

With the rapid development of Internet and communication technology,mobile reading has evolved into a new type of consumption.Mobile APP has become one of the most important reading carriers outside of paper books.With the rise of the Internet society,especially the rise of social media,people have been able to re-tribalize and tribalize and have created a new type of social relationship-a virtual social relationship based on interest and people's lives relies on this virtual social network more and more.This paper constructs the continuous use model of mobile reading APP users from the perspective of social reading consumption,and analyzes behavior data of different ages,degrees and frequency of use,and then digs out the affected factors of continuous behavior.It further enriches the theoretical basis of mobile reading APP user behavior research.Firstly,the paper introduces the research background and achievement and then reviews and analyzes the related meanings of expectation confirmation theory,perceived value theory and community influence,and configures the theoretical basis.Secondly,based on reviewing and combing the relevant literature on mobile reading APP,community influence and other information systems,the author establishes the main variables and their corresponding measurement indicators.Besides the information system's expectation confirmation model as the main structure,we have also added perceptual sensibility and perceptual trust in the theory of perceived value.This can specifically the author subdivides the community influence into three dimensions: subjective norms,social identification,and groups.Thus the paper builds a research model with these potential variables as the main aspect.Again,the theoretical model is empirically analyzed,and SPSS and data analysis software R language are used to perform descriptive statistical analysis,reliability analysis,validity analysis and path analysis on the primary data collected from the questionnaire,and The degree of influence of the behavior is tested by various factors with those tools.Finally,according to the test results,suggestions are proposed to promote users' continuous users' behavior from three dimensions: from the perspective of content,suggestions are made to focus on the selection of reading resources,diversity of content,and copyright management;from the perspective of marketing,to optimize the mobile reading industry chain,integration all kinds of resources,strategies for promoting reading and sharing mechanisms;from the community's views,suggestions for establishing a well-targeted reading community,cultivating core audiences,occupying niche marketing.