Research Of Customers' Continuance Intention On Mobile Reading Service

With the development of technology and the diversification of the terminal, services like M-newspaper, Kindle Reader and other electronic readers appeared in our daily lives, which had changed people's reading habits greatly. Mobile reading is a personal, electronic, mobile reading behavior by using a mobile phone or e-book reader which is a comprehensive communication terminal. Mobile reading have already made a lot of people meet the needs of instant information and careful reading.Subscribers' continuance intention is more important than the first-time acceptance. The continuance intention of customers becomes the key to the success to the corporations. This paper try to understand what factors can influence the continual usage of the mobile reading. Based on the theory of planned behavior (TPB), this thesis made a research model for continual usage of mobile reading from the view of customer perception of value which consists of income and cost.After analyzing 318 pieces of valid questionnaires, the author tried to make some tentative conclusions on the relationship between the perceptive functional value, perceptive entertainment value, perceptive social value, perceptive cost-based value and perceptive ease to use and perceptive risk, self-efficacy, subjective norm, costumers' satisfaction and customers' continuance intention. Several hypothesizes were justified and the influence for each hypothesis was calculated. The result of the reasonable test showed that research model could effectively explain the motivations of customers' continuance intention on mobile reading service. Costumers' satisfaction, perceptive functional value and self-efficacy are the most important three fators which influenced their continual usage of the mobile reading services. Customers' perceptive values play an important role in costumers' continuance intention of the mobile reading service.Finally, based on the empirical research above and the AISAS model, the author gave some marketing strategies those were proposed from the angle of the perception of value.