Research on User's Switching Behaviors of Mobile Digital Reading Platforms

Subjects: Library Science，Information Science >> Information Science submitted time 2023-04-01 Cooperative journals: 《图书情报工作》

Liang Shaobo Li Jinling

Abstract： [Purpose/significance] The scale of the mobile digital reading market in China is gradually expanding, and the number of users of commercial digital reading platforms is constantly increasing. Facing the situation of losing users on the mobile digital libraries day by day, therefore, this paper adopts PPM theoretical model to explore the influencing factors of users' switching from mobile digital libraries to commercial mobile digital reading platforms. [Method/process] In this paper, PPM theoretical model was adopted to determine the three influencing factors of the users' switching behaviors on mobile digital reading platforms, namely push, pull and mooring. Research hypotheses were proposed to build a theoretical model, and questionnaires were used to collect data and hypothesis verification. [Result/conclusion] The results show that in terms of push factors, the degree of users' dissatisfaction with information quality, system quality and service quality has a positive impact on users' willingness to switch to mobile digital reading platform. In terms of pull factors, perceived ease of use and network obligation have a significant positive impact on users' switching intention. Users' switching intention has a significant positive impact on their switching behaviors. On this basis, this paper provides suggestions for the improvement and development of mobile digital libraries from three aspects of contents, systems and services.

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