An empirical study on continuance intention of mobile reading

• 作者: Chunmei GAN Diyu XIAO
• 来源期刊: 中国文献情报：英文版
• 学科: 数学
• 关键词: 移动数据 阅读 结构方程模型 偏最小二乘法 服务供应商 统一理论 影响因素 问卷调查
• 年，卷（期）: 2015,（2）
• 页码范围: 69-82
• 页数: 14页
• 分类号: O212.4

摘要

Purpose: This study aims to explore factors affecting continuance intention of mobile reading.Design/methodology/approach: Drawing on the unified theory of acceptance and use of technology(UTAUT), and integrating perceived enjoyment, we put forward a theoretical research model of factors affecting continuance intention of mobile reading. Using 186 valid data collected through a questionnaire survey, we conducted data analysis with the partial least squares structural equation modeling(PLS-SEM).Findings: The results show that performance expectancy, effort expectancy, social influence and perceived enjoyment all have positive impacts on continuance intention. Among them,perceived enjoyment has the most significant effect on continuance intention, followed by performance expectancy. In addition, effort expectancy significantly influences perceived enjoyment. Contrary to our expectation, facilitating conditions have no impact on continuance intention.Practical implications: This study could help mobile data service providers to foster users' continuous usage of mobile reading.Research limitations: This study focused only on the effect of perceived enjoyment as an internal motivation on continuance intention of mobile reading, and other possible factors were not considered. Also, continuance intention may be different from the actual behavior.Furthermore, data of student users was collected from one university in China, and was cross-sectional, while working samples were not considered. Originality value: This study considers the effects of both external and internal motivation on continuance intention of mobile reading. The results highlight the role of perceived enjoyment in building users' continuance intention of mobile reading.