购买型手账APP用户持续使用行为影响因素研究——以撒米APP为例

Research on the Factors Affecting the Continuous Use Behavior of the APP of Purchasing Journals——Taking the Sami APP as an Example

为了解决购买型手账APP用户黏性变差、持续使用行为减少等问题,研究影响购买型手账APP用户持续使用行为的因素,以期提出实用中肯的改进建议。本文从用户角度切入,采用扎根理论的方法,以撒米APP为例,对20名用户进行深度访谈,对所获取的原始资料进行层层编码与分析。研究得出APP客观因素、个人自主性、人际关系、内在满意度、外在奖励、感知有用性和持续使用意向七个主范畴,并构建了购买型手账APP用户持续使用行为影响因素理论模型。

In order to solve the predicaments such as poor stickiness of the APP of purchasing journals and decrease in continuous use behavior, the article researches the factors affecting the continuous using behavior and put forward practical and pertinent suggestions for improvement. With in-depth interviews with 20 users, taking the Sami APP as an example, adopts the method of “grounded theory” to code and analyze the original data from the perspective of users. The article summarizes seven main factors: APP objective factors, personal autonomy, interpersonal relationship, internal satisfaction, external rewards, perceived usefulness and continuous use intention. In the meanwhile, a theoretical model of factors influencing the continuous use behavior is also constructed.