Study on the Personality Factors Influencing Mobile Reading Consumption Based on Data Analysis

被引：0

作者：

Zhang, Zheng ^{[1
]}

Hu, Ke-Yun ^{[1
]}

Zhou, Lei ^{[1
]}

Yan, Hong-Yan ^{[1
]}

Xu, Zhao-Ji ^{[1
]}

机构：

[1] China Mobile Res Inst, Dept User & Market Res, Beijing, Peoples R China

来源：

INTERNATIONAL CONFERENCE ON COMPUTER SCIENCE AND COMMUNICATION ENGINEERING (CSCE 2015) | 2015年

关键词：

Mobile reading; Word of mouth; Big five; Influence factor;

D O I：

暂无

中图分类号：

TP39 [计算机的应用];

学科分类号：

081203 ; 0835 ;

摘要：

With the usage popularity of mobile devices and the growing effects of new media in daily life, mobile reading products get more and more attention. Purchasing behavior of consumers is influenced by a number of factors and these factors are affected by different personalities simultaneously. This paper analyzes the influencing factors of mobile reading consumption by combining the word of mouth theory and big five theory. Through the data analysis of questionnaire results, index weight of each influence factor and contribution of personalities to each influence factor are obtained. Finally, forward suggestions are given to improve the purchasing motivation of mobile reading products.

引用

页码：566 / 572

页数：7