Research On The Factors Influencing Urban Junior High School Students’ Intention Use Of E-book In Nanning

Under the background of digitization,readers’ reading behaviors and habits are undergoing great changes.As an important part of digital form,e-book has been widely recognized by users with its prominent advantages.According to relevant statistics,the trend of digital reading among young students is inevitable and irreversible.However,compared with e-book reading,students surf the Internet to engage in more activities such as social media,online games and short videos,the decline of reading is steep.Therefore,it is particularly important to fully understand the current situation of adolescents’ e-book reading and the influencing factors of their willingness to use e-books,so as to effectively guide students to read more actively.In this context,we take urban junior high school students in Nanning as the research object.Based on the UTAUT model,the use and satisfaction theory and the perceived value theory,this research establishes the influencing factors model of urban junior high school students’ willingness to use e-books.Three internal demand factors(content satisfaction,social satisfaction and entertainment satisfaction)and three external situational factors(perceived ease of use,perceived price and social influence)are taken as independent variables,perceived value as intermediary variable,and willingness as dependent variable.Then,we used SPSS24.0 and AMOS24.0 for statistical analysis of 328 valid questionnaires,and constructed an equation model.The process,which exploring the influencing factors of e-book usage intention of junior middle school students in urban areas,included model fit,hypothesis testing and path analysis.The results show that,among the three factors of internal demand satisfaction,except social satisfaction,which has no significant effect on perceived value and use intention,content satisfaction of content and entertainment have direct effects.Meanwhile,perceived ease of use,perceived price and social influence had significant effects on the intention use.Perceived value plays a partial mediating role in the influence of each variable on the intention use.Finally,in order to improve the willingness of urban junior high school students to use e-books and create a good atmosphere for reading,we puts forward thoughts and suggestions from three perspectives,including e-book builder,library,school and family.