Research On The Sevice Model Of Cloudy Publishing Based On Technology Acceptance Model

The cloud computing technology with rate, flexible and extensible platformservices using high performance servers, to promote the rapid development of informationindustry. Digital publishing as highly combined with information technology industry, derivedfrom "cloudy publishing" concept popularization in the cloud computing technology, andreceived extensive attention in academia and industry.In this thesis, based on combing the rise and the development of cloud technology andthe popularity and wide application of cloudy publishing,the article will focus on the end ofindustry chain "readers", and aims to research on the current cloud publicationservices utilization from the readers.“Cloudy publishing" does not mean that the traditionalsense of the publishing industry chain to achieve the transformation, but a seriesof specific service function. Therefore, this paper uses empirical research methods, andintroduces the using Technology Acceptance Model, based on cloudy publishing service usagesurvey of321college students in Wuhan area, then analysis the questionnaire data, usesAMOS to establish the Structural Equation Modeling and then corrects the model. The papershows that the technology acceptance model of cloudy publishing service has explanatorypower.Based on establishing the model and proposing the assumption, this study tests thereliability and validity of the model, then using the factor analysis for each factor of externalvariables; using the path analysis of correlation between each variable; using the correlationof F test and T test to verify the demographic variables, finally verifying the researchhypothesis.The research mainly draws three conclusions: firstly, the cloudy reading is very popularin universities publishing group, mainly about the low frequency of shallow reading.Secondly, the political and economic policy exerts a subtle influence on the state of the useof perceived cloudy publishing, thereby indirectly influenced on the attitude and behaviorof the readers; the living environment on perceived usefulness and ease of use ofcloud publishing has significant positive influence; the research perceived ease of use had positive direct effect on perceived usefulness and service attitude. Finally, the individualdifference factors have some influence on the reader using cloudy publishing service.The research puts forward some countermeasures cloudy publishing services based onthe conclusions: first, paying more attention to the demand of readers, and then improvingthe cloudy publishing service easy to use; second, being rich in the content andmanufacturing, then to provide customized personalized content; third, paying more attentionto the social function, interactive enhancement cloudy publishing services; fourth, clear thetarget positioning and subdivision the marketing of cloudy publishing services; atlast, strengthen strategic cooperation, promote the integration of the parties.There is few research on the empirical study on the model of cloudy publishing about thereaders and users. This study can be used as a start to explore “reader oriented”of cloudy publishing service mode as an exploration research,.