Research On The Continuous Sharing Behavior Of Social-reading Users Based On The Perceived Value Theory

With the rapid development of mobile Internet terminals,social reading APP and platform become the main platform for people to read,its most outstanding characteristic is sharing function,more and more people become social reading user,and start to share information with others.In recent years,the study of social reading has become a focus of scholars from domestic and abroad,but through combing I found that many scholars focus mainly on the concept,the application of social reading,the integration of social reading with library,the social groups and the influence of social reading and so on,few scholars focus on the user's continuous sharing behavior.Based on this background,this paper takes social reading users` continuous sharing behavior as the research angle,in order to quantitative analysis the influence factors of users` continuous sharing behavior and the behavior mechanism.Integrating the expectation confirmation theory and the theory of perceived value,replace the perceived usefulness with perceived value,in social-reading situations perceived usefulness is not very good to explain the anterior variable that affecting users sharing behavior,and there have been many scholars expand the variable of the perceived usefulness,this article expanded the model and analyzed the composition of perceived value dimension in detail based on social reading situation,finally constructed the research model of in this paper and proposes the corresponding assumptions.Through forming questionnaire on the questionnaire star and forwarding to other social platform,finally get 496 questionnaires and 419 questionnaires are valid.Analyze data by SPSS 22.0 and AMOS22.0 and make exploratory factor analysis,test the reliability and validity of the scale,the results is that the scale has good reliability and validity,finally summarized the standardized path coefficient and significance level and hypothesis test results,inspect the hypothesis.Research results turned out that nine of the ten proposed assumptions were verified,only the effect of the economic value in social reading situation on perceived value was not supported.Practical value,emotional value,social value has significant positive effect on perceived value,expect confirmation and satisfaction on perceived value has significant positive effect,the perceived value not only directly affect continuous sharing willingness,also indirectly influence continuous sharing willingness by satisfaction,sharing continuous willingness has significant positive effect on continuous sharing behavior.