移动阅读服务平台的用户流失因素分析——以“微信读书”平台为例

A Study on the Influence Factors of User Exodus in Mobile Reading Platform: Taking “WeChat Reading” as an Example

[目的/意义]移动阅读服务平台的用户流失因素研究有助于促进阅读平台优化,提升用户留存率。[方法/过程]以微信读书平台为案例,采用S-O-R理论和扎根理论进行访谈设计与访谈记录整理,确定影响微信读书平台用户流失的21个因素;使用解释结构模型方法进行影响因素分析,发现了包含7个层级的影响因素结构关系。[结果/结论]用户流失的影响因素是多维的,且彼此关联,但彼此影响的权重存在差异。用户流失的影响因素中存在两条关键影响主线。最直接的用户流失影响因素是'同类型移动阅读平台吸引力大'和'用户转向其他平台的成本低';最重要的影响因素是'用户朋友圈的影响',用户使用过程中的使用体验和绩效预期也对用户流失产生一定的影响作用。

[Purpose/significance]This study aims to analyze the factors influencing user exodus in mobile reading platform.It helps to optimize the reading platform and increase the rate of user retention.[Method/process]Based on the Stimulus-organism-response paradigm and the grounded theory,this paper designed and practiced interview outline.Then 21 factors were discovered to affect user exodus in'WeChat reading'.And the relationship among these factors can be organized into seven-levels structure via interpretative structural modeling.[Result/conclusion]This study founds the influence factors of user exodus are multi-dimensional and correlative.And the difference exists in the specific weight of these factors.There are two main paths among the influence factors of user exodus in mobile reading platform.The most direct influence factors are more attractiveness in other similar platforms and low cost of user switch to other platforms.And the impact from WeChat friends is the most important factor.Meanwhile,user experience and performance expectation in the process of usage also play roles in user exodus.