PPM视角下移动政务APP用户流失行为影响因素研究

Research on the Influencing Factors of Mobile Government APP User Exodus Behavior from the Perspective of PPM

[目的/意义]提升移动政务APP用户的使用体验,增强用户的使用黏性,预防用户流失。[方法/过程]以PPM理论框架为基础,构建了移动政务APP用户流失行为影响因素模型,据此设计调查问卷并进行实证研究。[结果/结论]结果显示,失望感和替代品吸引力是促使用户流失的影响因素,系统质量和社群影响等对于预防用户流失产生显著影响,而社会临场感和沉浸则是重要的“锚定”因素,据此提出了加强移动政务APP的宣传推广、优化用户体验等对策和建议。

[Purpose/Significance]This research is aimed at enhancing the usage experience of mobile government APP,improving user's stickiness,and preventing exodus.[Method/Process]Based on PPM,an influencing factors model of mobile government APP user exodus is built,then a questionnaire is designed and an empirical study is conducted.[Result/Conclusion]Results show that the sense of disappointment,and attractiveness of alternatives are the important factors to promote users exodus,while system quality and social presence have positive impact on the precaution of exodus.Social presence and flow are found to be the important anchoring factors.Suggestions are put forward accordingly,such as strengthening promotion efforts and optimizing user's experience.