The Research On The Influencing Factors Of Mobile Reading App Users' Use Behavior

The gradual development of mobile Internet,the growing popularity of mobile devices,and the rising spiritual needs of people have brought huge dividends to the mobile reading APP market.The APP industry of mobile reading is growing steadily,and mobile reading is becoming the main reading entry in China.At the same time,the mobile reading APP market has also encountered some development bottlenecks,and the growth rate has slowed down in recent years.Based on D&M model,TAM model,Perception related theory and Social Impact theory,this paper takes the mobile reading APP users as the main research object,and combines the characteristics of mobile reading APP,and constructs the mobile reading APP from three aspects: system factor,external factor and user perception The research model of influencing factors of user's use behavior is studied through in-depth interview and questionnaire.In this study,356 valid questionnaires were collected,and SPSS 22.0 software was used to analyze the reliability and validity,correlation analysis and linear regression analysis of the collected data.The conclusions are as follows: through the intermediary variable of willingness to use,information quality,system quality,service quality,social impact,perceived usefulness,perceived entertainment and perceived cost affect the use of mobile reading APP users in order to have a significant impact,the perceived cost has a significant negative impact on the mobile reading APP.The use intention of intermediary variable has the most significant effect on the use behavior.Based on the conclusions of the above empirical research,the author combines the development trend of mobile reading APP,and puts forward targeted and practical marketing suggestions for it,which has reference significance for the future optimization of mobile reading APP operation strategy and marketing activities.