Research On User Transfer Behavior Of Digital Reading Platform Based On Ppm Theory

After the rapid development of digital reading platforms in recent years,the overall development of the industry is relatively stable,but due to the impact of the platform’s own reading content,quality and service,the needs of users cannot be met,resulting in the transfer of digital reading platform users,resulting in the loss of platform users.Based on the Push-Pull-Mooring theory,this paper conducts empirical research,combines digital reading platforms with user transfer behavior,and analyzes the factors affecting user transfer behavior between digital reading platforms from the perspectives of push factor,pull factor and anchoring factor.Firstly,by reviewing and sorting out domestic and foreign literature,the research status and definition of digital reading platform,user transfer behavior and PPM theory are analyzed.Then,taking the user dissatisfaction of the digital reading platform as the driving factor of the transfer behavior,the substitute attraction as the pulling factor of the transfer behavior,and the user’s use inertia as the anchoring factor of the transfer behavior,the influencing factors of the user transfer behavior of the digital reading platform are explored from the above three perspectives and three hypotheses are proposed.Based on the above analysis to test the three research hypotheses proposed in this paper,it is finally concluded that there is an obvious correlation between the user transfer behavior of digital reading platforms and the attractiveness of user dissatisfaction and alternatives,and there is no correlation with the use inertia.Based on the empirical results,this paper provides feasible suggestions for the managers of digital reading platforms,including improving the quality,performance and popularity of platform information resources.