移动阅读服务持续使用意向研究——基于认知维、社会维、情感维的影响分析

An Analysis of the Impact on Continuance Intention of Mobile Reading Service——Based on Cognitive Dimension, Social Dimension and Emotional Dimension

【目的/意义】从认知维度、社会维度以及情感维度三个层面分析移动阅读用户的心理特征,揭示移动阅读服务持续使用意愿的发生机理。【方法/过程】借鉴刺激-机体-反应(S-O-R Model)模型,构建移动阅读服务持续使用意向的因果模型,通过对371名大学生进行问卷调查获取研究数据,采取结构方程模型对概念模型中各变量之间的关系进行实证检验。【结果/结论】感知有用性和满意度是移动用户持续使用意向的重要因素,信息交互质量、系统交互质量对感知有用性和满意度具有显著正向影响;情感依恋不仅显著正向影响持续使用意向,还对感知有用性和满意度具有积极影响;人际交互质量显著正向影响感知社交性,但感知社交性对有用性感知、满意度以及持续使用意向的作用效应没有通过显著性检验。

[ Purpose/significanse ] The mechanism on continuance intention of mobile reading service is explored from us- er＇s psychological feature,which include three levels：cognitive dimension, social dimension and emotional dimension.[Meth- od/process ] Drawing on S-O-R Model,the casual model of continuance intention of mobile reading service is constructed. Using structural equation model, an empirical analysis on 371 samples of mobile reading users is carried out to test and ver- ify this model. [Results/conclusion ] Perceived usefulness and satisfaction is an important factor to understand user＇s con- tinuance intention of mobile reading,the quality of information interaction and system interaction has a significant positive effect on perceived usefulness and satisfaction; emotional attachment not only significantly affects continuance intention, al- so has a positive effect on perceived usefulness and satisfaction; the quality of interpersonal interaction has a positive effect on perceived sociability,but the effect of perceived sociability on perceived usefulness, satisfaction and continuance inten- tion has failed to pass the significance test.