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Title: An empirical study on continuance intention of mobile reading
Author: GAN Chunmei; XIAO Diyu
Source: Chinese Journal of Library and Information Science
Issued Date: 2015-06-27
Volume: 8, Issue:2, Pages:69-82
Keyword: Mobile reading ; Unified theory of acceptance and use of technology (UTAUT) ; Perceived enjoyment ; Continuance intention ; Mobile services ; User behavior
Subject: 新闻学与传播学 ; 图书馆、情报与文献学
Indexed Type: 其他
Corresponding Author: Chunmei Gan (E-mail: ganchm3@mail.sysu.edu.cn).
DOC Type: Research Papers
Abstract: 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.
English Abstract: 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.
Project Number: Grant No.: 71403301
Funder: This work is supported by the National Natural Science Foundation of China
Related URLs: 查看原文
Language: 英语
Content Type: 期刊论文
URI: http://ir.las.ac.cn/handle/12502/7811
Appears in Collections:Chinese Journal of Library and Information Science-2015_期刊论文

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description.institution: School of Information Management, Sun Yat-sen University, Guangzhou 510006, China

Recommended Citation:
GAN Chunmei,XIAO Diyu. An empirical study on continuance intention of mobile reading[J]. Chinese Journal of Library and Information Science,2015,8(2):69-82.
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