大学生手机阅读行为意向模型研究

文章在理论分析的基础上,构建了大学生群体手机阅读的行为意向模型,并通过问卷方法对其进行验证。研究结果发现,感知有用性、感知易用性、感知娱乐性、感知货币价值和使用情景显著正向影响大学生群体手机阅读的行为意向。加入了网络外部性这个研究变量的手机阅读行为意向模型可以更好地解释大学生手机阅读行为。

Based on the theoretical analysis, this paper builds a mobile reading intention model of college students and validates it by questionnaire method. The results prove that perceived usefulness, perceived ease of use, perceived playfulness, perceived monetary value and usage scenario have positive significant effect on the mobile： reading intention of college students. Besides, behavior intention model adding the network externalities can explain mobile reading behavior of college students better.