心流视角下的移动读书用户持续使用行为动机因素研究

Research on the Motivation Factors of Continuous Use Behavior of Mobile Reading Users from the Perspective of Mental Flow

文章以心流体验为理论基础,结合移动读书平台特征,构建平台设计要素对移动读书用户持续使用行为的动机因素假设模型。采用问卷调查和数据分析的方法,对假设进行模型修正。在此基础上,从用户动机维度出发,提出三条移动读书平台优化建议。以期借此优化平台用户的阅读模式,从而增强用户持续阅读的能力,提高移动读书的质量和国民图书阅读率。

Based on the theory of heart flow experience, this paper combines the characteristics of mobile reading platform to construct a motivational factor hypothesis model for platform design elements to continuously use behaviors of mobile reading users. Model corrections were made to the hypotheses using questionnaires and SPS data analysis methods. On this basis, starting from the user motivation dimension, three mobile reading platform optimization suggestions. In order to optimize the reading mode of the platform users, the user’s ability to continue reading is enhanced, and the quality of mobile reading and the reading rate of national books are improved.