数字阅读用户满意度实证研究

An Empirical Study on User Satisfaction of Digital Reading

数字阅读已成为我们生活中不可或缺的一部分,但数字阅读满意度相关研究较少,满意度研究能促进数字阅读理论与实践的发展。基于DeLone&McLean信息系统成功模型和美国满意度指数,结合数字阅读特征,将感知质量划分为内容质量、界面质量和交互质量。采取调查问卷方法和结构方程模型,探索这三个质量变量对用户满意度的影响。结果表明:感知内容质量、界面质量和交互质量均显著正向影响用户满意度;交互质量的影响最显著,这与本研究调查对象中41.8%偏爱使用微信读书有关,其阅读社交特征明显,内容质量次之,界面质量影响最小;用户满意度是决定数字阅读用户忠诚度的绝对主导因素。

Digital reading has become an indispensable part of our life, but there are few studies on satisfaction of digital reading while it can promote both theory and practice development of digital reading. Applying the DeLone & McLean Information System Success Model and American Customer Satisfaction Index, considering the characteristics of digital reading, this paper defines three perceived quality variables of digital reading, which are named as content quality, interface quality and interaction quality. Questionnaire method and structural equation model are adopted to explore the influence of the above three quality variables on the user satisfaction. Results indicate that the three variables have significant positive influence on user satisfaction. Interaction quality has the most significant effects, which corresponds with the fact that 41.8% of questionnaire respondents are users of WeChat Reading, an application with strong social attributes,followed by content quality, and interface quality has the least effects. It also confirms that user satisfaction is the determinant factor in deciding user loyalty of digital reading.