Research On The Continuous Use Intention Of Social Reading Platform Users From The Perspective Of Reading Community

With the rise of the Internet and new media,social reading has gradually become a popular way of reading.Users can read and socialize at the same time,which facilitates the spread of information.Social reading,which combines reading and socializing,is evolving into a new form of information dissemination.At present,there are many types of social reading platforms in the mobile application market,but users still have more or less problems in the use process,relevant platforms need to continuously improve product quality and service level.Therefore,the development status of social reading platform is investigated from the perspective of reading community,which includes reading environment,reading subject and reading object.On this basis,a theoretical model is built to explore the influencing factors of users’ continuous use intention,then the improvement strategies are proposed.Finally,under the reading community with coordinated development of reading environment,reading subject and reading object,make better use of the advantages of social reading platforms,meet the diversified needs of users,and promote the development of social reading platform.The main content includes the following four parts:(1)Sort out the research of social reading and reading community at home and abroad.Define the concept of social reading,social reading platform and reading community.Introduce the perceived value theory and the expectation confirmation theory,all of which lays the theoretical foundation.(2)Take social reading platforms as the research object,there are four commercial social reading platforms and two public welfare social reading platforms.From the three perspectives of the reading community,whcih are reading environment,reading subject and reading object,the characteristics of the social reading platform are investigated.The next step is to take the ECM-ISC model of expectation confirmation theory as the main framework.Based on the perceived value theory and combined with the characteristics of social reading platform,four antecedents are added to perceived usefulness,which are perceived function,perceived pleasure,perceived interaction and perceived price,so as to construct the theoretical model and propose the research hypothesis to design and issue the questionnaire to obtain behavioral data of target groups.(3)SPSS 26.0 and AMOS 26.0 software are used to carry out descriptive analysis,reliability and validity analysis,confirmatory factor analysis and structural equation model analysis on 447 valid questionnaire data collected.It is found that perceived function and perceived pleasure are the main factors affecting perceived usefulness,perceived usefulness and satisfaction are the key factors affecting users’ continuous use intention.The results of the empirical study are illustrated.(4)Through empirical research,strategies to improve the continuous use intention of social reading platform users are put forward.Social reading platforms should create a good reading environment and provide high-quality reading objects.The operators of social reading platform need to reasonably plan social functions,establish normative reading community and pay attention to the development of differentiated content.The public welfare social reading platform should increase the promotion of library collection resources to play the role of knowledge service and pay attention to the differences of different groups to play the role of social education.From the user’s point of view,the reading subject should be rational with opinion leaders and balance the relationship between reading and socializing.From the perspective of reading community,this study investigates the development status of the social reading platform to establish a model of users’ continuous use intention on social reading platforms and dig out factors influencing users’ continuous use intention.It enriches the theoretical basis of the research field of social reading and reading community.The research results also have certain practical significance for cultivating users’ reading habits,improving the product quality and service level of the social reading platform.