Identification of Key Influencing Factors of User Experience of Mobile Reading APP in China Based on the Fuzzy-DEMATEL Model

With the rapid development of the mobile Internet, mobile reading has transcended the limitation of time and space, becoming an indispensable part of people’s living and learning. As the direct service object of mobile reading APP, users’ subjective use experience is decisive in the success or failure. It is of great significance to identify the key influencing factors of user experience of mobile reading APP. It is conducive not only to improving users reading experience and increasing users stickiness but also to improving mobile reading service quality, which is essential to promote the healthy and sustainable development of mobile reading APP. From the perspective of user experience, content analysis and questionnaire survey are used to construct the index system of influencing factors of mobile reading APP user experience, which includes 6 dimensions of reliability, usefulness, thoughtfulness, interactivity, security, and compatibility, and 21 influencing factors. Based on the decision-making trial and evaluation laboratory (DEMATEL) method, introducing the triangular fuzzy number, the fuzzy decision-making trial and evaluation laboratory (fuzzy-DEMATEL) model is established, extending the single value of the comparison matrix to a fuzzy interval and then giving the decision makers a proper judgment space. The key influencing factors of mobile reading APP user experience are identified by algorithm design. Ultimately, the 10 key influencing factors of mobile reading APP user experience are identified, which are information quality, content richness, value fit, copyright protection, timeliness, personalized service, reading function richness, interpersonal interaction, system performance, and privacy protection, and suggestions for improving the user experience of mobile reading APP are put forward to provide reference for mobile reading APP developers. The research results not only enrich and perfect the theoretical and practical research in the mobile reading field to a certain extent, providing a new research perspective for the field of mobile reading, but also effectively solve the defects of the traditional DEMATEL method that expert judgment is subjectively biased and difficult to express with an exact number directly. The research expands the application scope of DEMATEL.