基于消费者行为理论的大学生移动数字阅读付费影响因素调查

A Survey on Factors Influencing College Students' Payments for Mobile Reading Based on Consumer Behavior Theories

以霍华德—谢思的消费者行为模式和消费习惯建立理论为基础,从消费者视角调查大学生在移动数字阅读付费市场的认知、判断、进入和消费实践等环节中,是如何受外在因素、刺激因素、心理因素和反应因素的影响,并从移动数字付费读品的生产、运营、阅读以及行业监督评估等层面探讨大学生移动数字阅读付费细分市场的健康发展之策。

Based on Howard-Sheth buyer behavior model and consumption habit establishment theory,the paper starts from the perspective of consumers to observe how college students are affected by external factors,stimulating factors,psychological factors and reaction factors in the cognition, judgment, entry and consumption practice link of mobile digital paid reading market. Moreover,it tries to figure out the way of the healthy development of mobile digital paid reading segment market from the dimension of mobile digital paid reading＇s producers, operators, college readers,supervisors and evaluators.