Research on Users'Intermittent Discontinuance Behavior Mechanism on Mobile Reading Platform Based on Grounded Theory
[Purpose/significance]This paper analyzes the characteristics of users'reading behavior in the digital age,explores the significance of reading in the digital age,and provides references for the research of mobile reading platform developers and users'information behavior.[Method/process]Based on grounded theory,this paper extracts the concept and category through interview and investigation,and uses the S-O-R model and the push-pull theory to identify the influencing factors in order to construct the theoretical model of users'intermittent discontinuance behavior on mobile reading platform.[Result/conclusion]In the discontinuance stage,the change of reading platform itself stimulates users'discontinuance behavior,and the symbol construction,atomization of time,digital capitalism also have a certain degree of impact on users'discontinuance behavior.In the re-adoption stage,users'hedonic use,infor-mation acquisition,social needs,conversion costs and group discipline can all contribute to the generation of re-adoption behavior inten-tion.