S-O-R视角下移动阅读用户流失行为影响因素研究

Research on the Influencing Factors of Mobile Reading Users Churn Behavior under the Perspective of S-O-R

为了预防移动阅读用户的流失,促进移动阅读的健康发展,以S-O-R模型理论为基础探讨了移动阅读用户流失行为的影响因素和影响路径。通过实证研究的方式,发现阅读习惯、系统质量会促使用户产生失望感,进而造成用户流失。

In order to prevent the userschurn of mobile reading and promote the healthy development of mobile reading, the influencing factors and influencing paths of mobile reading users churn behavior are discussed based on S-O-R model theory. Through empirical research, it is found that reading habits and system quality will make users feel disappointed, which will lead to users churn.