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- 저자 : Zhang Jiahong (검색결과 1 건)
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(The) empirical Research on users E-loyalty of Mobile-Reading APP
Zhang Jiahong 호서대학교 대학원 2021 국내박사
With the rapid development of mobile Internet in recent years, Mobile reading has become a major form of nationwide reading in china, and the mobile reading industry has been developing rapidly and in the ascendant, Mobile reading APP is the main way for user to read books by mobile terminal. The mobile reading APP market is in serious homogenization competition, most of APPs implement free business model to attract users, which results in relatively low switching costs. All of these reasons may lead users behavior of frequently changing mobile reading APP, then customer Churn is a serious problem which Mobile reading APP enterprises are facing and need to be solved urgently. E-loyalty is the major factor of lock in users in E-commerce, which has been repeatedly verified by numerous scholars. Hence, this paper conduct the research on the influencing factors of E-loyalty about mobile reading APP users, and the research has important practical significance. Firstly, in order to more precisely understand the actual usage situation of mobile reading apps’, and to provide strong support for the research of E-loyalty, this paper analyze online user comments of mobile reading apps through the method of Text analysis. Octopods data acquisition system (crawler software) is selected as the data collection software to capture online user comments of Mobile reading APP from 360 APP Store. Text analysis (word frequency analysis, sentiment analysis and co-word analysis) is selected to analyze online user comments data, and then obtain users’ ten focuses on mobile reading APP as the results of Text analysis. The research variables prepared for the following research are extracted from user focus analysis on mobile reading APP. Secondly, Integrating SOR Model and D&M IS Success Model, and introducing flow theory, this paper establishes loyalty research model on the basis of user's ten focuses. Flow experience, satisfaction, brand image, switching costs are regarded as predictor of loyalty, attractiveness of alternatives (AA) is selected as moderator. Flow experience is the optimal experience of human life and makes life meaningful, mobile reading itself is an activity prone to flow experience that is also an important criterion to evaluate users’ reading effect. Therefore, based on SOR Model and Flow experience, flow experience is used as a mediator in the relationship of between APP Books resources quality, APP Users interface quality, APP Operability quality and E-loyalty. This paper performs bootstrapping (by Amos) at a 95% confidence interval with 5,000 bootstrap samples and Sobel test to investigate the indirect effects of flow experience. Results show that flow experience has significant indirect effects in the relationship of between APP Books resources quality, APP Users interface quality, APP Operability quality and E-loyalty. Then the specific indirect effect in the research model is examined in AMOS 24 with Bootstrapping method. Results show that flow experience, comparing to satisfaction, plays an equally important role as a mediating variable in the field of mobile reading. In order to comprehensively and deeply study the influencing factors of E-loyalty, referring to the research results in the field of e-commerce, other predictors, attractiveness of alternatives, switching costs and brand image, are introduced in the field of mobile reading. Analysis results show that Mobile reading APP brand Image and switching costs positively affect user E-loyalty. Using Ping (1995) method in Amos to test the moderating effects of Attractiveness of alternative, results show that Attractiveness of alternative has reverse moderating effects: The stronger of Attractiveness of alternatives the greater is the likelihood that Brand image(flow experience, satisfaction) will have smaller influence on E-loyalty. Regarding Revenue model (‘Free+ advertisement’ and ‘Free+ Charge’) as category moderators, uses Amos multi-group comparisons to verify the moderating effects. The path coefficient, covariance and factor loading of different groups are compared using AMOS 24 to verify whether there are significant differences between them. Results show that Revenue model (‘Free+ advertisement’ and ‘Free+ Charge’) had no significant moderating effects, which reflect that users are used to these two Revenue model and accept them.
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