Abstract:

【Purpose/significance】With the gradual deepening of digital reading copyright,the proportion of users paying has increased significantly.From the perspective of users' willingness to pay,this paper constructs several different types of digital reading user por⁃traits.and explores the influencing factors of their payment behavior【. Method/process】Through questionnaire and interview to survey respondents.this paper uses K-Means clustering method to dig user's reading habits and willingness,builds different users portraits,an⁃alyzes the characteristics of each type of digital reading user portrait.and summarizes the factors that affect all types of users to pay for digital reading

【. Result/conclusion】Finally,this paper summarizes five types of users.A means economical users,B means edit users,Cmeans conversational users,D means silent user,and E means relaxing user.For form innovation and content optimization,this paper will provide certain reference value for the future development of various digital reading platforms.means conversational users,D means silent user,and E means relaxing user.For form innovation and content optimization,this paper will provide certain reference value for the future development of various digital reading platforms.【Innovation/limitation】we dig out the influence factors of each type,and point out that the different portraits for the same user in different period.In the follow-up re⁃search,we will improve the research of digital reading user portrait by collecting a larger number of specific objective data.