蜻蜓FM付费用户满意度影响因素与提升研究

Research on Satisfaction Influencing Factors and Improvement of Dragonfly FM Paying Users

[目的/意义]深入探究有声书行业满意度影响因素,对于促进有声书行业高质量发展、深入推进全民阅读、服务文化强国建设具有重要意义。[方法/过程]以“蜻蜓FM”付费用户为研究对象,通过问卷调查方法获取641份问卷,建立满意度评价指标体系测算用户综合满意度,进一步构建结构方程模型探究满意度影响因素,结合KANO模型从用户满意度视角挖掘用户对平台的关键需求。[结果/结论]“蜻蜓FM”有声书付费用户满意度有待提升,“知识满足型”用户满意度较低;知识效用与内容是有声书平台的核心竞争优势;加强内容质量管理、提升平台社交属性、完善广告投放措施对有声书平台服务功能优化具有参考意义。

[Purpose/significance]It is great significance to deeply explore the satisfaction influencing factors of the audio book industry for promoting the high-quality development of the audio book industry further promoting the national reading and serving the construction of a cultural power.[Method/process]This paper takes“Dragonfly FM”paying users as the research object through the questionnaire survey method to get 641 questionnaires setting up a satisfaction evaluation index system to measure the comprehensive satisfaction of users further constructing structural equation model to explore the satisfaction influencing factors exploring the key needs of users for the platform from the perspective of user satisfaction combining the KANO model.[Result/conclusion]The user satisfaction of“Dragonfly FM”audio book needs to be improved and the user satisfaction of“knowledge satisfaction”is low.Knowledge utility and content are the core competitive advantages of audio book platform.It is reference significance to strengthen the management of content quality improve the social attributes of the platform and improve the advertising delivery measures for the optimization of the audio book platform service function.