A Study Of Mobile Reading Users’ Paid Reading Migration Behavior Based On PPM Theory

With the gradual increase in digital reading platforms and content,user segmentation needs have gradually come to the fore,while the awareness of copyright protection in the industry and among the general public has been raised,which has greatly contributed to the creation and development of digital paid reading models.In practice,there are many digital reading platforms available to users,and their paid business models vary,and there are also situations where users are not willing to pay and paid reading continues to be used less.Paid reading is an important part of the Internet digital economy,how to attract more new users,improve user stickiness and loyalty,and what are the motivations and influencing factors for users to migrate from free reading to paid reading are all issues that need to be explored and analyzed.Based on the PPM theory model,this paper explores the migration intention and migration behavior of users’ paid reading from three dimensions,including positive,negative and moderating effects,based on the dynamic perspective of user migration.This study takes push-pull-anchoring theory as the basic framework,and introduces migration theory,migration behavior,value perception,cognitive locking,technology acceptance and other related theories according to the actual characteristics of users in mobile digital reading,and constructs a model framework of mobile reading users’ migration from free reading to paid reading.Among them,the push factor is identified as the dissatisfaction of free reading,and information overload,social overload and time value difference as the second-order variables affecting the push factor;the attractiveness of paid reading is identified as the pull factor,and perceived usefulness,perceived ease of use and perceived value as the second-order variables affecting the pull factor;for the anchoring factor there are three first-order variables,namely personal innovation,subjective norm and cognitive lock-in,where uncertainty cost,free mentality and habit are used as second-order variables affecting cognitive lock-in.The combined effect of push,pull and anchor factors influences users’ willingness to migrate to paid reading,which in turn influences users to produce actual migration behavior.According to the constructed model,a total of 16 variables and 17 paths are designed,17 hypotheses are proposed,the "Mobile Paid Reading Willingness and Behavior Questionnaire" is designed,and reliability analysis,correlation analysis and structural equation modeling tests are conducted based on the recovered data.According to the results of the empirical study,the push factor free reading dissatisfaction,the pull factor paid reading attractiveness,the anchor factor personal innovation and subjective norms all have a positive impact on the willingness to pay for migration,and the willingness to pay for reading migration positively affects paid reading migration behavior;the anchor factor cognitive locking has a negative impact on the willingness to pay for migration,while cognitive locking has a negative impact on free reading dissatisfaction and paid reading attractiveness.Among them,information overload,social overload and time value difference have significant positive effects on the push factor free reading dissatisfaction,perceived usefulness,perceived ease of use and perceived value have significant positive effects on the pull factor paid reading attractiveness,and among the anchor factors,uncertainty cost,free mentality and habit have significant positive effects on the anchor factor cognitive locking.The cost of uncertainty,free mentality and habit have a significant positive impact on the cognitive lock of anchor factors.Based on the results,we suggest the reading platform.