Research on Experience Design Optimization of Mobile Reading Based on Continuous Using Behaviour

[Purpose / Meaning] The rich tools and media forms of mobile reading, while improving the convenience of reading, are also accompanied by the difficulty of maintaining the user's concentration, and tend to be superficial reading experiences. How to use interaction design to improve the user's reading experience and then cultivate its deep reading ability is of great significance to promote the quality of mobile reading services.[Methods / Processes]Guided by promoting users' continuous use behaviours, this paper adopts an empirical research method in the form of questionnaires and conducts relevant regression analysis on the recovered questionnaire data to explore the influencing factors and influencing path of mobile reading applications on user cognitive experience and behavioural results. [Results / Conclusions] The factors extracted by factor analysis are classified into three categories: independent variables (content, function, interaction, vision), and intermediate variables (perceived usefulness, flow experience, reading social experience, perceived value) and outcome variables (adoption and continuous using behaviour). Furthermore, via the path analysis, this paper builds the influential factor path model on mobile reading behaviour. Based on the final empirical research results, this paper proposes specific interactive optimization strategies for mobile reading application design around Internet product design.