Chinese Urban Newspapers New Communication Platform User Stickiness Influencing Factors: Taking Qianjiang Evening Newspaper as an example

Media convergence begins with digitalization and ends with intelligence, which mainly includes content convergence, channel convergence, platform convergence, administration convergence and management convergence. Chinese media convergence has been in the deep convergence period. One of the most important things to put forward deep convergence is establishing mobilization first, building up our own mobile communication platform and occupying the commanding height of guiding public opinion, guiding thought, inheriting culture and offer people service. In China, urban newspapers once promoted newspapers prosperity for 20 years. Nowadays urban newspapers compared with party newspapers hardly has financial supports and depends on markets for development. Urban newspapers are experiencing more fierce challenges compared with party newspapers. In mobile communication situation, microblog, wechat, news application, short video, broadcast platforms and so on are becoming the channels people receiving information and they are important props for urban newspapers channels changes. Urban newspapers new communication platform offer information and service by mobile terminals,support good user experience and sustain good relations with users. The research is to analyze users stickiness factors by surveys, therefore offer theories thoughts for urban newspapers convergence development.

continuous access and continuous use of the network.
Stickiness is users' loyalty and trust after their pleasure experience. The stickiness of new communication platform of urban newspapers, from the point of view of the media platform, has an invisible adsorption force. It can make users round trip and long stay.

Urban Newspapers New Communication Platform User Stickiness Model Construction
This study defines stickiness as a kind of continuous use behavior, and user stickiness is a kind of behavior characteristic of users in the process of using new media platform of urban newspapers. The theory of information system use is the theoretical foundation of its formation. The study of user stickiness should also be carried out around the user's intention of continuous use. Bhattacherjee(2001) put forward Expectation Confirmation Model of IS Continuance, ECM-ISC based on Expectation Confirmation Theory, ECT. Through the empirical study, Bhattachjee found that the degree of satisfaction and perceived usefulness of the information system have a significant positive impact on the intention of continuous use of information system users; The level of user's expectation confirmation can indirectly affect the user's intention of continuous use through satisfaction and perceived usefulness.
The influencing factors discussed in the theory of continuous use are the first factors that should be considered in the construction of the model in this study. Based on the expectation confirmation model (ECM-ISC), this study constructs a theoretical model of the influencing factors of users' continuous use intention. Firstly, the factors such as satisfaction, perceived usefulness, expectation confirmation and continuous use intention are considered to influence users' stickiness. In addition, scholars think the stickiness of media is formed by the constant consolidation of a series of products and services such as content products, community products, service products, interface forms, and user experience. Many studies have shown that in the convergence development of urban newspapers, we should hold high the banner of urban newspapers, continue to strengthen the main business, highlight the brand influence of urban newspapers. Wang Haiping(2009) put forward that stickiness is based on visitors' cognition and emotion, they don't change habits and visit continually when facing shifting pressure. Therefore, this study adds four variables: perceived ease of use, perceived interaction, perceived credibility, perceived switching costs.
ECM is a process model, focusing on the backward angle to explain the user's intention and behavior, is based on the initial adoption of user behavior characteristics. The dependent variable of ECM is the intention of continuous use rather than the actual behavior. This model ignores the repeated use of behavior and it evolves into user habits. Limayem(2003) thought user habit was a negative moderating variable of the relationship between continuous use intention and continuous behavior, and the moderating effect would gradually strengthen over time, while the main effect would gradually weaken. Therefore, this study adds the habit of this variable, refers to users automatic use of urban newspapers new communication platform. Based on the hypothesis of previous theoretical model and the experience of previous empirical research, considering the specific situation of this study, this study constructs a user stickiness influencing factors model of urban newspapers new communication platform based on the above 10 potential variables.

Continuous Intention
In the context of this study, the intention of continuous use is the intention of urban newspaper users to continue to use the new communication platform to obtain information, services. It is whether platform users are loyal to the selected new media platform. It is the key to the formation of stickiness. The measurement of continuous intention will be measured from the following aspects: whether they have the intention to continue using, whether they will use it frequently, whether they will recommend others to use it. The hypothesis of this study is as follows: Hypothesis One: Continuous use intention has a positive effect on stickiness.

Satisfaction
In this study, satisfaction refers to the overall evaluation of user experience and use effect after using the new communication platform of urban newspaper. Many studies have confirmed that the evaluation of user satisfaction is an important indicator of the intention of continuous use of the network platform. Both Bhattacherjee (2001) and subsequent studies have confirmed that satisfaction is a major factor in determining users' continued use intentions. Dang Jun(2015) by the empirical analysis stated users' satisfaction with the security, ownership, respect and cognitive needs of the products would directly determine the continuous use behavior and loyalty of users. The more satisfied users are with the experience of the new communication platform, the more strongly they intend to continue using the new platform. Hypothesis Two: Satisfaction has a positive effect on continuous intention.

Perceived Usefulness
In the context of this study perceived usefulness refers to the useful degree of urban newspaper new communication platform for users' work and life. Perceived usefulness is an important factor affecting user satisfaction and continuance intention. Many researches on new media platform prove that perceived usefulness can not only directly affect users' continuous use intention, but also indirectly affect users' continuous use intention through influencing users' satisfaction. If users think that the new media platform is not good, they will have a negative evaluation, which will affect the overall evaluation of the use of experience satisfaction, and then reduce their willingness to continue to use. Hypothesis Three: Perceived Usefulness has a positive effect on continuous intention. Hypothesis Four: Perceived Usefulness has a positive effect on satisfaction.

Expectation confirmation
Bhattacherjee (2001) defined the expected confirmation as the degree of confirmation that the information system user expects to receive after using the information system before using it. Many studies have confirmed that the degree of expectation confirmation has a positive impact on the user experience. Xie Jinwen and Zou xia(2017) empirically study the user expectation is one of the important factors that affect the user experience of mobile news. In this study, the expectation confirmation refers to the evaluation made by the users of urban newspapers new communication platform before their use. In expectation confirmation model, expectation confirmation is the key factor that affects the perceived usefulness and satisfaction. Hypothesis Five: Expectation Confirmation has a positive effect on perceived usefulness. Hypothesis Six: Expectation Confirmation has a positive effect on satisfaction. Davis (1989) defines perceived ease of use as the perceived ease of use of an information system, which has a significant positive impact on the perceived usefulness and intention of the user. Perceived ease of use in this study refers to the user's perception of whether the use of urban newspapers new communication platform is simple and convenient. When users feel that it is relatively easy to operate, easy to use, their willingness to use may be enhanced. So it can further play the function of the platform value. Hypothesis Seven: Perceived ease of use has a positive effect on continuous intention. Hypothesis Eight: Perceived ease of use has a positive effect on perceived usefulness.

Perceived Interactivity
Perceived Interactivity refers to the degree of effective interaction users perceived when they use new communication platform. Considering the influence factors of stickiness, perceived interaction becomes one of the factors concerned in the study. Zhou Kai(2014) states if new media wants to increase click rate, increase user

Habit
Habit is the skills and habit that users develop with the use of information systems as they gain experience. The habit in this study refers to the inertial thinking of the user using the urban newspapers new communication platform automatically. Hypothesis Fourteen: Habit has a positive effect on continuance intention. Hypothesis Fifteen: Habit has a positive effect on stickiness. Stickiness reflects the user's experience, the continuous access to the network and the continuous use of the network, and it is the trust and loyalty to the network that the user automatically produces after obtaining the pleasant experience.

Qianjiang Evening Newspaper new communication platform user stickiness questionnaire design and samples statistics
Qianjiang evening news is the first brand of the city newspaper of Zhejiang newspaper group. It is the city newspaper with the biggest influence, the largest circulation and the largest advertising revenue in Zhejiang province, and it is also one of the first newspaper media to explore the transformation of new media. It has built a mixed media cluster including paper media, the Internet, e-commerce, mobile terminals and think tank forums. It has created a new media development matrix based on Qian newspaper network, wechat platform of Qianjiang evening news, official microblog of Qianjiang evening news and mobile client of Zhejiang 24 hours. Qianjiang evening news has 5.36 million followers on its official sina microblog account. Its wechat matrix is based on the official wechat of Qianjiang evening news, supplemented by 26 wechat public accounts of other departments, which cover culture, education, food, housing, tourism and medical care, covering all the needs of wechat users. Shen Yun(2016) stated at present it had gathered more than 3 million fan community, become the remarkable the money river evening paper phenomenon. Zhejiang 24-hour client mainly focuses on localized, practical service + information, pursuing useful, interesting and warm, striving to be the 24-hour life manager of users. It mainly faces the local audience in Zhejiang, providing users with the most complete, best and latest life information in Zhejiang, including transportation, medical treatment, health care and other services closely related to life, with personalized recommendations and man-machine dialogue of the new features. The number of users is currently around 800, 000, 200% to 300% per month growth rate, by Qianjiang evening news new media center operation. The first draft of the questionnaire is based on the literature review, referring to the domestic and foreign scholars to design the measurement scale of the research variables. In order to ensure the actual questionnaire in line with the statistical norms, the study combined with expert advice on the measurement of the repeated amendments. In order to verify whether each item of the questionnaire can measure the concept of the study, the study conducted a pre-survey on 100 users in Anhui University. The author used SPSS 19.0 to carry out Firstly, the reliability of the questionnaire was analyzed to check the internal consistency of the questionnaire. The results showed that the cronbach's coefficients were 0.856 for perceived usefulness, 0.892 for perceived ease of use, 0.849 for perceived credibility, 0.842 for perceived interactivity, 0.837 for perceived conversion cost, 0.886 for expected confirmation, 0.900 for satisfaction, 0.859 for continuous use intention, and 0.889 for habits. The stickiness was 0.915. The cronbach's coefficient of the whole questionnaire was 0.937, with good reliability. The KMO value was 0.924, > 0.7, Barlett's chi-square was 4506.876, DF was 561, p value was 0.000, < 0.001. This shows that the questionnaire has significant internal correlation and is suitable for exploratory factor analysis. Ten common factors with more than one characteristic value were extracted from 34 measurement indexes of questionnaire data, and the cumulative explanatory variance was 70.777%, which indicated that the ten common factors extracted could better explain the information contained in the whole questionnaire.

Data analysis and conclusion
Of Qianjiang evening news users, 24.68% used the paper version of the evening paper, 45.45% used the evening newspaper official microblog, 51.95% used the evening wechat public account, 24.68% used Zhejiang 24-hour service, and 22.08% used others. This shows that a large number of users are used to paying attention to information through the media wechat public account and media official micro-blog. Attracting users to use new platforms which are set up by newspapers themselves is becoming more and more important.The period of users using new communication platform of Qianjiang evening newspaeper is: less than six months (57.14%), 6-12 months (11.69%), 1-2 years (14.29&) and over 2 years (16.88%). The percentage of users' time spent per day is as follows: 58 linear correlation, linear correlation is significant. If the absolute value of Pearson correlation coefficient between two variables is large, and the linear relationship between variables is significant, regression analysis method is needed to find out the linear relationship between variables. Then the regression analysis was carried out by the author. From the analysis of above data, continuous intension, perceived conversion costs, habit have positive impact on user stickiness. The platform can cultivate users' habit of using, enhance users' continuous intension, increase users' perceived conversion cost to enhance users' stickiness. Media convergence is the integration of various media resources and production factors through process optimization and platform reengineering, and the integration of information content, technology application, platform terminal and management means. Urban newspapers have the brand superiority which has been accumulated for a long time, by the high quality content production, close to the citizen life and good life services. Under the whole media dissemination pattern, urban newspapers need to strengthen its new brand image promotion, through the conformity high quality resources and the connection with users' personal service. They can establish and strengthen urban newspapers' new brand image in users' hearts, therefore enhance users' continuous intention.
Perceived usefulness and perceived ease of use positively influence continuous intention, and influence stickiness through continuous intention. Satisfaction also has a positive effect on users' intention of continuous use. Urban newspapers need to let existing users and potential users understand the usefulness and ease of use of the new mixed platform. Urban newspapers can recommend personalized information to users through big data technology and artificial intelligence technology to enhance the degree of connection between information and users and enhance users' perception of usefulness. Perceived interactivity and perceived credibility can also help users to enhance perceived usefulness, and thus enhance users' continuous intention. Urban newspapers should innovate media platform to strengthen the interaction design with users, and offer interactive products and services with users of high-frequency. The participation of artificial intelligence has provided a vast imagination space for the upgrade of the traditional newspaper industry model. With the use of artificial intelligence and big data analysis capabilities, the media will take a lighter and faster step in the transformation. The development trend of the future media is intelligent media, which is based on artificial intelligence, with mobile Internet, big data, virtual reality, human-computer interaction as the technical support system. Future media can achieve information matching, media self-evolution. Urban newspapers will evolve and upgrade in the process of the new technology.

Limitation of research
The study combined with the expectation confirmation model to analyze the factors affecting the stickiness of urban information media users. in the aspect of user research, the sample size is limited, which to some extent affects the scientific and accuracy of data analysis. The research mainly unifies the questionnaire survey way to carry on the information the collection, if can assist the depth interview the research method, has the pointed in the insight user's use experience aspect. The factors that influence the user stickiness of the new communication platform of metropolis daily are different in different platforms. for example, in the platform of news client of metropolis daily, the factors such as visual design, interface design and the cultivation of user habits are more prominent, which need to be further refined. In the future research, it will be further improved.