An empirical study on continuance intention of mobile reading
GAN Chunmei; XIAO Diyu; Chunmei Gan (E-mail: ganchm3@mail.sysu.edu.cn).
2015-06-27
Source PublicationChinese Journal of Library and Information Science
Volume8Issue:2Pages:69-82
AbstractPurpose: 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.
; 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.
SubtypeResearch Papers
KeywordMobile Reading Unified Theory Of Acceptance And Use Of Technology (Utaut) Perceived Enjoyment Continuance Intention Mobile Services User Behavior
Subject Area新闻学与传播学 ; 图书馆、情报与文献学
URL查看原文
Indexed By其他
Project NumberGrant No.: 71403301
Language英语
Funding OrganizationThis work is supported by the National Natural Science Foundation of China
Document Type期刊论文
Identifierhttp://ir.las.ac.cn/handle/12502/7811
CollectionJournal of Data and Information Science_Chinese Journal of Library and Information Science-2015
Corresponding AuthorChunmei Gan (E-mail: ganchm3@mail.sysu.edu.cn).
AffiliationSchool of Information Management, Sun Yat-sen University, Guangzhou 510006, China
Recommended Citation
GB/T 7714
GAN Chunmei,XIAO Diyu,Chunmei Gan . An empirical study on continuance intention of mobile reading[J]. Chinese Journal of Library and Information Science,2015,8(2):69-82.
APA GAN Chunmei,XIAO Diyu,&Chunmei Gan .(2015).An empirical study on continuance intention of mobile reading.Chinese Journal of Library and Information Science,8(2),69-82.
MLA GAN Chunmei,et al."An empirical study on continuance intention of mobile reading".Chinese Journal of Library and Information Science 8.2(2015):69-82.
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