随着信息技术发展和移动互联网应用的普及，有声读物APP如雨后春笋般蓬勃发展，“听书”成为当下社会中一种流行的阅读方式。有声读物以其强大的伴随性特征，解放了人们的双手和双眼，为视觉障碍群体、老人、儿童以及缺乏时间看书的年轻人提供了极大的便利。但是在竞争激烈的互联网环境中，有声读物APP该如何发展，才能真正满足用户的需求，使用户对其产生长期、持续地使用意愿？这是一个需要通过实证研究来探讨的问题。本文结合前人的研究成果，基于信息系统学的持续使用理论模型及相关研究，引入体验价值理论的相关变量，对有声读物APP的用户展开调研，并以定量的研究方法，试图建构有声读物APP用户的持续使用模型，力图探究：哪些因素会影响用户产生持续使用意愿？不同的人群是否在持续使用行为上存在差异？并结合数据结果为业界提供优化和营销建议，为学界提供更多的理论探究视角。

本研究采取问卷调查法，对外发放543份问卷，最终回收366份有效问卷，并通过对数据进行描述性统计分析、信度分析、效度分析、结构式方程模型分析和非参数检验分析后发现：有声读物APP用户的期望确认度正向影响其阅读有用性、社交有用性和感知娱乐性；感知娱乐性、投资回报价值、听觉体验价值正向影响用户的满意度；社交有用性负向影响用户的满意度；阅读有用性、感知娱乐性、投资回报价值和满意度正向影响用户的持续使用意愿。其中，感知娱乐性对用户的满意度和持续使用意愿影响力最为显著。此外，不同性别、年龄、学历、收入的人群在持续使用行为上存在显著差异，男性、年轻群体对有声读物APP的忠诚度更高。据此，本研究提为业界出了以下建议：首先，应将有声读物APP定位为“享乐型”产品，注重产品功能游戏化发展，满足用户的娱乐需求；通过新型技术赋能，改善用户体验，使其体验超过预期水平；重视市场细分，进行差异化营销。其次，在关于有声阅读的研究延展方面，本研究提议学界要重视对不同性别阅读行为特征展开更深化的研究；业界要更加重视如何平衡用户的娱乐需求和内容质量的问题，实现经济效应和社会效益的共同构建。

With the development of information technology and the popularity of mobile Internet applications, audiobook apps have mushroomed and flourished, and ‘listening books’ has become a popular way of reading for people in today's society. Audio books, with their powerful companion features, liberate people's hands and eyes, providing great convenience for visually impaired groups, elders, children and young people who lack ability or time to read. However, in this highly competitive Internet environment, how to develop audiobook apps to truly meet the needs of users and generate users’ long-term and continuous willingness to use is a problem that needs to be discussed through empirical research. In this study, based on the predecessors' research results of the information systems continue use theory model and related researches, we introduced related variables of experience value theory and use quantitative research methods to construct audiobooks app users’ continuous use model, to explore: what factors will affect users’ continuous use intention? Whether there were differences in the continuous use behavior for different people? And try to provide optimization and marketing suggestions for the industry, and provide more theory for academic circles .

Adopt questionnaire investigation, this study foreign issued 543 questionnaires, and recovered 366 valid questionnaires, and through the reliability analysis, validity analysis, structured equation model analysis, and nonparametric test analysis ,we found that audiobooks app users’ expectation-confirmation positively affect their reading usefulness, social usefulness, and perceived entertainment; Perceived entertainment, return on investment value and auditory experience value positively affect user satisfaction; Social usefulness negatively affects user satisfaction; Reading usefulness, perceived entertainment, return on investment value and satisfaction positively affect users' continuance intention. Among them, perceived entertainment has the most significant influence on user satisfaction and continuance intention. In addition, people of different genders, ages, educational backgrounds and incomes have significant differences in their continuous use behavior, and male and young people are more loyal to audio book apps. Based on this, this study puts forward the following suggestions: Firstly, the audio book app should be positioned as a "hedonic" product to enhance the gamification of product functions and meet the entertainment needs of users; Through the new technology enabling, improve the user experience, make their experience beyond the expected level; Attach importance to market segmentation and conduct differentiated marketing. Secondly, on the research extension of audio reading, this study suggests that the academic community should pay more attention to the in-depth study of different reading behavior characteristics. The industry should pay more attention to how to balance the entertainment needs of users and the quality of content, and realize the joint construction of economic benefits and social benefits.