摘要
[目的/意义]移动阅读全景生态建构背景下,研究用户的"采纳向持续转化"问题,对于移动阅读产业生态链完善具有重要意义。[方法/过程]运用多值集定性比较分析(mvQCA)方法,根据经典理论、相关文献和移动阅读用户行为特征确定潜在变量,组态视角分析得到变量间的非对称多重并发因果关系。[结果/结论]根据分析结果,将用户按群体分为学生和社会,按需求分为应需型、发展型和人文型。研究发现:从采纳到持续,前因变量易用性、移动性、互动性和费用发生了变化,而有用性和趣味性未变。防止采纳向持续不转化,促进采纳向持续转化的策略是:①针对应需型用户,提升应用的易用美观和移动便利水平,或增强社交互动;②针对学生发展型用户,实行短平快阅读机制;③针对社会发展型用户,提升应用的移动便利和更新互动水平,采用合理的费用机制;④针对社会人文型用户,采用阶梯性费用机制。
[Purpose/significance]Under the background of mobile reading panoramic ecological construction,it is of great significance to study the problem of users’transform from adoption to continuity for the improvement of mobile reading industry ecological chain.[Method/process]This paper use the multi-value set Qualitative Comparative Analysis(mvQCA)to determine potential variables closely based on classical theories,related literatures and the behavioral characteristics of mobile reading users.Asymmetric multiple conjunctural causation among variables is obtained from configuration analysis perspective.[Result/conclusion]Based on the analysis results,the users are divided into student users or social users according to the group,and needs-oriented,development-oriented or humanities-oriented according to the needs.It is found that from adoption to continuity,antecedent variables usability,mobility,interaction and cost have changed,while usefulness and playfulness remained unchanged.The strategies to prevent non-conversion and promote conversion from adoption to continuity are as follows:firstly,improve the level of easy-to-use,beauty and mobile convenience of the application,or enhance social interaction for the needs-oriented users;secondly,implement the short,cheap and fast reading mechanism for the student development-oriented users;thirdly,improve the level of mobile convenience,renewal and interaction of application,and adopt a reasonable cost mechanism for the social development-oriented users;Fourthly,adopt the step-by-step cost mechanism for the social humanities-oriented users.
出处
《情报理论与实践》
CSSCI
北大核心
2020年第5期144-149,162,共7页
Information Studies:Theory & Application
基金
国家自然科学基金面上项目“电子政务服务价值共创机制及实现模式实证研究”(项目编号:71573117)
中央高校基本科研业务费专项“基于价值共创的在线教育平台中知识传播和学习行为研究”(项目编号:2018SJA0012)
南京大学人文社会科学“双一流”建设第三批“百层次”项目“‘互联网+政务服务’中的社会参与行为及其价值创造模式研究”的成果之一.
关键词
移动阅读
用户采纳行为
用户持续行为
定性比较分析
mobile reading
user adoption behavior
user continuity behavior
qualitative comparative analysis
