大学生移动阅读感知价值、满意度与行为意向的关系:以超星移动阅读APP平台为例

The Relationship Among Perceived Value, Satisfaction and Behavioral Intention of College Students’ Mobile Reading: Taking the Superstar Mobile Reading APP Platform as an Example

[目的/意义]以超星移动阅读APP为研究平台,探索高校大学生移动阅读的感知价值结构维度,分析其对满意度和行为意向的影响,为移动阅读服务提供商提高服务质量提供参考和建议。[方法/过程]采取焦点小组访谈和深度访谈相结合的定性方法,分析移动阅读感知价值的结构维度,构建感知价值、满意度和行为意向的关系模型,以大学生为研究对象进行问卷调查,利用结构方程进行数据分析。[结果/结论]知识价值、便利价值和情感价值对满意度和行为意向具有直接影响,还通过满意度间接影响行为意向;社会价值对满意度和行为意向均不存在显著影响。从作用效应来讲,知识价值和便利价值是影响满意度和行为意向的主要因素。

[Purpose/significance ]Taking the Superstar mobile reading APP as the research platform,this paper explores structure dimension of perceived value on college students'mobile reading,and analyzes its influence on satisfaction and behavioral intention.So that we can provide references and advice for mobile reading service providers to improve service quality.[Method/process]This paper adopts the qualitative method of focus group interview and in-depth interview to analyze structure dimension of perceived value,and constructs research hypothesis model of perceived value,satisfaction and behavioral intention.Then we take Chinese college students as the research object,and use the structural equation to analyze the data.[Result/conclusion ]The perceived knowledge value,perceived convenience value and perceived emotional value have direct influence on satisfaction and behavioral intention,and influence behavioral intention indirectly through satisfaction;the perceived social value could predict none of them.In terms of effect,knowledge value and convenience value are the main factors that affect satisfaction and behavioral intention.