| In recent years,with the innovative reproduction of a series of mobile radio stations,audio courses and reading materials,the domestic mobile online audio market,who has developed rapidly,with this style,has emerged quietly and stayed in a significant role in People’s Daily life.According to the data provided by i Media’s2019-2020 China Online Audio Research Report,the number of users in the online audio industry is expected to reach 542 million in 2020,and presents the increasing trend,the future of China mobile audio will limit the development of the market.Mobile radio APP is an important carrier of mobile online audio,which has the characteristics of large user group,high user activity and strong accompaniment.In the process of using mobile radio APP,users can relatively free their eyes,relieve visual fatigue,and make themselves have higher media autonomy and low dependence.At the same time,the development of knowledge payment has increasingly become an important revenue channel for mobile radio APP,which realizes the role upgrade and transformation from information transmission to both knowledge transmission,and completes the transformation of old users and the drainage of new users.However,while providing high-quality services,mobile radio APPs also have some risks and problems that may affect users’ willingness to continue using them,such as audio content quality,expected confirmation degree,payment security and personal privacy.Based on this,it is of great importance to explore the motivation and demand hidden behind the user behavior of mobile radio APP as well as the relevant factors affecting the user’s willingness to continue to use,which will contribute to the content upgrading,user retention and competitive development of mobile radio APP platform.As a mainstream mobile radio APP,Ximalaya FM has grown into the fastest growing and largest online mobile audio sharing platform in China,with a mobile phone user scale exceeding 600 million,excellent in both user growth and retained.Himalaya FM also has the four characteristics of mobile radio APP: rich content,strong accompanying,UGC production mode,personalized precise push.Therefore,it is representative to take Ximalaya FM as an example to explore the use behavior and continuous use intention of mobile radio APP users.Firstly,this paper defines the concept of mobile radio based on the existing domestic and foreign related research and the integration of relevant reports within the industry.Then,this paper summarizes the development process of the research object,Himalayan FM.In terms of theory,we used three theories and six external variables,based on the basic characteristics of the research object APP(mobile terminal),the existing expected to confirm this model,to build a mobile radio APP users continue to use the will of the research Model.In terms of data collection,this article conducts empirical research in the form of questionnaire surveys and in-depth interviews.323 valid questionnaires were collected,and the model hypotheses were tested through SPSS Statistics software and AMOS software,so as to conduct in-depth research on the relationship between variables.Through empirical analysis,this paper finally finds that: mobile radio APP users’ expected confirmation level,which can positively affects their perceived usefulness and satisfaction;Perceived usefulness,has a significant affection on satisfaction and intention to using intention for a long time.Social,entertainment and knowledge demand have a crucial positive impact on mobile radio APP users’ willingness to continue using.Financial risk and performance risk have a crucial negative impact on mobile radio APP users’ willingness to continue using.There is no crucial negative correlation between time risk and the willingness of mobile radio APP users to continue using.Finally,according to the conclusions of the empirical study,this paper provides some opinions and suggestions for the future development mode and direction of mobile radio APP. |
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