Research On User Adoption Behavior Of Mobile Reading

Since 1980s,the study of emerging technology adoption has gradually become the research focus in the field of social psychology,behavioral sciecne and information science.Some related subjects such as social psychology and IT adoption have provided solid theoretical bases and necessary research foundation for user adoption behavior of IT.In the mobile Internet era,the number of mobile news/video/literature users is increasing year by year with the augmentation of intelligent mobile carrier,the improving of basic environment and the declining of network cost.Mobile reading has become an important way to access information and entertainment for the young generation.The existing mobile reading research mainly focuses on the development trend,technology,performance and usage etc.Mobile reading is a kind of new information technology;its' user adoption is the process to attempt and accept;it is also the process of experience the value of mobile reading.The dissertation constructs the behavior model based on the relevant theory and model.Then it analysis the internal factor of mobile reading user's behavior with the empirical study and offers some proposals to promote mobile reading's healthy development.The main research contents of this paper can be divided into six parts as follows:The first part(chapter one):introduction.This part mainly describes the research background,the research question,the research purpose and significance,the related concepts and characteristics of mobile reading,the train of thought and the research methods,the main innovation etc.The second part(chapter two and chapter three):research process and theoretical basis.Research process:Firstly it analyses present situation of mobile reading user behavior from the aspects of user contact rate,population distribution,content tendency and behavior with the related investigation reports in recent years.Then it elaborates the research process of mobile reading adoption behavior comprehensively from three aspects such as user adoption behavior,mobile reading and mobile reading user behavior with the methods and tools of literature metrology.Theoretical basis:The dissertation constructs mobile reading user adoption behavior model on the existing related theory and model.This part summarizes theoretical basis that may be related from the perspective of social psychology,IT adoption,communication and consumer behavior study.And according to the existing research results,it analyses and compares the application of the related theory.The third part(chapter four and chapter five):adoption behavior model construction and empirical test.First of all,sampling survey has been carried out in undergraduate of Anhui University and staff through the open questionnaire survey to understand the main factors impeding user adoption of mobile reading.127 questionaires have been distributed and 125 valid questionnaires recoverd in this investigation.To get the result of the open questionair survey,the simple statistical analysis has been carried out.The main factors to promote user adoption of mobile reading are induced into 11 entries and the main factors to hinder user adoption of mobile reading are induced into 13 entries.Based on the theory study of the second part,DTPB has been corrected in three aspects combing the main fastors of mobile reading get from the open questionair survey and the main influences of mobile reading.Three aspects corrected are abandoning the attitude variable,introducing pereceived value variable and adopting the intention as the outcome variable.We select the external variables with existing research results and the characteristice of mobile reading user adoption behavior,then we contruct user adoption model of mobile reading.According to the construction of the relationship between the variables in the model,the dissertation proposes the hypothesis and generates the corresponding measurement items.And we design the questionnaire and pretest.53 questionaires are distributed and 41 valid questionnaires are recovered.The questionnaire is inspected and adjusted based on the revised questionnaire to form the formal questionnaire.In this study,paper questionnaire and network survery are used in the same time.400 paper questionnaires are provided and 371 valid quesionnaires are received.46 network questionnaires are got and 42 valid questionnaires are received.Totally,413 valid questionnaires are received in the formal investigation.This part studies the created adoption behavior model empirically with SPSS 18.0 and AMOS 17.0 according to the survey data.The analysis process includes:?Using Exploratory Factor Analysis and Confirmatory Factor Analysis tests the reliability and validity of the survey questionnaire to ensure the reliability and ratrionality of measurement index;?Using Single Factor Analysis of variances shows demographic characteristics' influence on the various perception of adoption behavior model;?Using Structural Equation Model tests and modifies the model,puts forward adoption behavior recommended model,and conducts cross-validation analysis for the recommended model;?Path diagram is shown at the end,the path is analysed and the effect relationship is explained.The conclusion of this part:The effect of PBC to BI is the most obvious,up to 0.641;Next is the effect of TFC?MSE?PV and SN,respectively up to 0.416?0.272?0.244 and 0.169.PBC?PV and SN has direct and significant effect on BI of the model;MSE and TFC has significant effect on PBC,thus has indirect and significant effect on BI;FV and CV has direct and significant effect on PV,thus has indirect and significant effect on BI;IS and OE has direct and significant effect on BI,thus has indirect and significant effect on BI.The fourth part(chapter six):application and countermeasuresApplication case:On the basis of the third part,this part has created the evaluation index of mobile reading adoption on adoption recommended model firstly.Next it evaluates the possibility of Tencent News' user adoption.Analysis of countermeasures:This part puts forward some sustainable and healthy countermeasures of mobile reading from perceived value/subjective norms/perceived behavioral control based on the conclusions of the empirical study ahead.The fifth part(chapter seven):conclusion and prospect.The main conclusions are summarized and the research limitations are pointed out.At last,it proposes the direction and thinking of the futher study.The following important conclusions are obtained based on the above.?PV has significant influence on the behavior of mobile reading users'adoption.The effect of PV is 0.244 on BI.The data declares that the value important.FV and CV are significant variables on PV.The effect of FV and CV are 0.285 and 0.192 respectively on PV.Just like traditional reading,people hope to obtain information and promote self-cultivation through mobile reading in addition to focus on the unique function.?PBC has most obvious influence on the behavior intention of mobile reading users' adoption.The effect of PBC is 0.641 on BI.SE and TFC are external variables to influence PBC significantly.The effect of SE and TFC are 0.425 and 0.649 respectively on PBC.The indirect effect of SE and TFC are 0.272 and 0.416 respectively on BI.SE and TFC are the important influence factors on the behavior of mobile reading users'adoption.?SN has significant influence on the behavior of mobile reading users' adoption,and the effect on BI is relatively little.The effect of SN is 0.169 on BI.IS/OE/SE are external variables to influence SN significantly.The effect are 0.094?0.515 and 0.408 respectively on SN.The indirect effect of IS/OE/SE are 0.015?0.088 and 0.069 respectively on BI.The effect on BI is less than the other variables.?SV and PS has not significant influence on PV.RPC has has not significant influence on PBC.?Different personal variable has different effect on perceptual variables.Gender has not significant difference in every perceptual variable;Age has significant difference in FV?PS?IS?OE?PBC and RFC,but has not significant difference in other variables;Education level has significant difference in PV?FV?CV?PS?SN?IS?OE?SE?PBC?MSE?RFC and BI,but has not significant difference in other variables;Consumption level has significant difference in CV?OE?PBC?RFC and BI,but has not significant difference in other variables;Usage frequency has significant difference in PV?SV?FV?SE?PBC?MSE?RFC?TFC and BI,but has not significant difference in other variables;Usage time has significant difference in PV?FV?SE?PBC?IS?RFC?TFC and BI,but has not significant difference in other variables.?The possibility of user adoption Tercent News Clients is 51.94%.The dissertation evaluates the possibility of user adoption Tercent News Clients using the adoption possibility evaluation index and the evaluation index is conducted on the recommended model.The result has showed that the possibility of user adoption Tercent News Clients is 51.94%.