Research On Influencing Factors Of Behavior Intention To Mobile Reading Apps

With the continuous popularization of mobile Internet technology and the increasing number of mobile phone users,the traditional reading method is gradually shifting to the reading method based on mobile terminals such as mobile phones and tablet computers.At the same time,the research on mobile reading has received extensive attention from the academic community,but the current research on mobile reading is mainly qualitative research,and quantitative research is still lacking.Therefore,by combing the research content of the current mobile reading APP,and based on the extensive research on the use model of information systems,this study determined that the Technology Acceptance Model,Information Social Impact Theory,Network Externality Theory and other theories are the basis.Combined with the current development trend of mobile reading apps,a research model of influencing factors of users' use intention to use mobile reading apps was constructed,and an empirical study was conducted through questionnaire survey and SPSS analysis.The research results show that the Technology Acceptance Model also has explanatory power in the use behavior of mobile reading apps,that is,perceived ease of use and perceived usefulness will have a significant positive impact on the user ' s intention to use,and perceived ease of use will be perceived through perceived usefulness has an indirect effect on the intention to use;perceived popularity not only directly affects the intention to use of mobile reading apps,but also has an indirect effect on the intention to use through perceived usefulness;the two-dimensional communication dimension of perceived interactivity has an intent to use the impact is not significant,which is intrinsically consistent with the nature of reading,but the dimension of information quality in perceived interactivity has a significant positive impact on intention to use,and the impact of information quality on intention to use is second only to perceived usefulness;perceived risk will have a significant negative impact on the intention to use mobile reading apps.Finally,from the dimensions of perceived ease of use,perceived usefulness,perceived popularity,information quality,and perceived risk,I put forward corresponding suggestions for the development and promotion of mobile reading apps.