移动阅读行为预测量表的编制与信效度检验

Compilation of the prediction questionnaire of mobile reading behaviors and testing of its reliability and validity

文章运用计划行为理论和用户感知价值理论的基本原理与思想,采用随机抽样的方式,对1050名重庆读者开展调查研究,据此编制、修订量表并进行鉴别力分析、因素分析、相关分析和信度检验,最终形成正式的移动阅读行为预测量表,以期为研究移动阅读行为影响因素和发展趋势提供科学测量工具。正式量表具有良好的信度和效度,可为开展移动阅读服务的相关机构的战略决策提供理论参考和决策依据。

In order to provide scientific measurement tool for the research of influential factors and development trend of mobile reading,this paper,on the base of Theory of Planned Behavior（ TPB） and Customer Perceived Value（ CPV）,carries out an investigation among 1050 Chongqing readers with a random sampling method,accordingly develops and revises a questionnaire,then makes discrimination analysis,factor analysis,correlation analysis,reliability and validity tests,and finally obtains a formal mobile reading behavior prediction questionnaire which consists of 39 items and 11 factors including perceived usefulness,perceived entertainment,perceived image improvement,perceived cost,perceived ease of use,perceived risk,subjective norm,attitude towards behavior,perceived behavioral control,degree of satisfaction and continuance intention. The formal questionnaire has acceptable reliability and validity,which provides theoretical reference and decision- making basis for the strategic decision of the relevant agencies carrying out mobile reading service.