| Reading is the main method for mastering scientific knowledge and further improving people’s intelligence,and it is the main way to inherit civilization and improve the quality of the people.It is also of great significance to promote the reading of people across the country and to promote the construction of socialist spiritual civilization and accelerate social development.With the rise of mobile reading APP as a reading tool,social reading has become a major feature of people’s mobile reading.Social reading is a new mobile reading mode with content as the core and relationship as the link,emphasizing sharing,communication and interaction.This reading mode is very popular among mobile reading audiences.At present,the representative of China’s socialized reading APP is the We Chat reading APP developed by the We Chat team.This is a mobile reading APP launched by the We Chat team that relies on the We Chat ecological chain,mainly to provide users with a better social reading environment.By promoting the collision of ideas between users and friends and strangers,they can deepen mutual influence and form a virtuous interaction cycle.However,the current trend of "short and fast" on the Internet is not conducive to the development of reading products.We Chat Reading is facing the impact of short videos and live broadcasts,and its own competitiveness is not enough.So how to drive users to read socially is what We Chat Reading faces.A very important question.Based on the challenges that We Chat Reading APP currently faces to drive users to read socially,this paper will explore the following two issues.First,to understand the motivation of We Chat Reading APP users to use this product,and what factors can affect mobile reading APP users to socialize Second,understand the current use defects of We Chat reading APP that have a negative impact on user use.Based on this research purpose,this paper conducts research on the We Chat reading APP and its audience users.First,through in-depth interviews,this article asks 10 loyal users of We Chat Dushu APP to understand their motivation and attitude towards using We Chat Dushu APP,as well as the current shortcomings of We Chat Dushu APP.Then,based on the theory of technology acceptance model,combined with the theory of use and satisfaction,and the theory of use motivation,the influencing factors needed for this research were extracted from the user answers who received in-depth interviews,and seven categories of first-level indicators affecting users’ use of We Chat reading APP were proposed: Perceived usefulness Sex,perceived ease of use,social interaction,entertainment,information security,reading costs,and relatives’ moral pressure.Each primary indicator will expand specific influencing factors as secondary indicators.Based on this,a questionnaire is formulated.A total of 889 questionnaires were returned in this survey,of which768 were valid questionnaires,and the questionnaire effectiveness rate was about 86.4%.For the recovered questionnaire data,first descriptive analysis was made on the sample characteristics,and then supervised machine learning regression models,including linear regression model,GBDT model and XGBoost model were established respectively for impact factors and usage time.Degree and MSE indicators are used to screen the model,and finally the XGBoost model is selected to use the shap value for interpretation.The results of the model show that in the motivation of use,"it can save reading time and improve reading efficiency","can let me know more like-minded people" The three characteristics of “friends,expanding social circle”,and “can save costs” all have a positive impact on the target variable,but among the use defects,“there is no positive feedback for sharing behavior,and even negative responses”,“fragmented content More,lack of in-depth high-quality content","easy to be distracted,not suitable for precision" have a negative impact on the target variable.After the analysis,three specific conclusions are drawn as follows:First,the reading cost,including time cost and money cost,is the primary consideration for users when using We Chat reading APP;second,the social reading mode is currently a doubleedged sword.The social reading mode can not only promote users to use We Chat to read,but also In some cases,it will also hinder users from social reading;thirdly,We Chat reading users refuse to fragment information.At present,there are many articles in the APP similar to those pushed by the official account,so that users cannot focus on the main function of the product-reading books.Based on the above conclusions,this paper puts forward three suggestions: First,it is recommended to add the reading group function to the reading interface.When reading,the user can choose to join the reading group,and read the book together with the members in the group within a certain period of time.And in order to better promote users to use the We Chat reading APP to read,the reward and punishment rules should be embedded in the group reading function based on the completion of the reading task.The use of reward mechanisms for such activities will reduce the cost of reading and enhance users’ willingness to use.Second,it is suggested that the platform can provide users with reporting or complaint channels for offensive comments.App officials can review and prohibit inappropriate comments in a short period of time,and remind users to create a green network environment.Different opinions can be commented in the form of discussion.Be as active as possible in social reading.Third,the display of book information is optimized and differentiated from ordinary articles.Specifically,it is recommended to add a firstlevel or even a second-level category in the book details page.The information to be added for online novels and comics includes whether the book has been completed,updated books with unfinished chapters,and classification labels.Adding tags to books helps users differentiate book categories and makes it easier for users to find the books they want. |
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