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| 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 Publication | Chinese Journal of Library and Information Science
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| Volume | 8Issue:2Pages:69-82 |
| 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. ; 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. |
| Subtype | Research Papers |
| Keyword | Mobile 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 Number | Grant No.: 71403301 |
| Language | 英语 |
| Funding Organization | This work is supported by the National Natural Science Foundation of China |
| Document Type | 期刊论文 |
| Identifier | http://ir.las.ac.cn/handle/12502/7811 |
| Collection | Journal of Data and Information Science_Chinese Journal of Library and Information Science-2015 |
| Corresponding Author | Chunmei Gan (E-mail: ganchm3@mail.sysu.edu.cn). |
| Affiliation | School 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. |
| Files in This Item: | Download All | |||||
| File Name/Size | DocType | Version | Access | License | ||
| 20150206.pdf（2703KB） | 期刊论文 | 出版稿 | 开放获取 | CC BY-NC-ND | View Download | |
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