摘要
随着互联网与通信技术的飞速发展,移动阅读日益演变成一种新型的消费形态,移动端APP也成为纸质书之外最重要的阅读载体之一。在原有技术接受模型基础之上,结合计划行为理论与移动阅读APP的经济成本因素,构建了一个全新的移动阅读APP用户采纳行为假设模型——TAM/TPB。通过SPSS和LISREL软件的交叉使用,对不同年龄阶段、学历及使用频率的目标群体的行为数据进行了实证分析,修正与确认了最终的用户采纳行为模型。该整合模型进一步丰富了移动阅读APP用户行为研究领域的理论基础,也为促进移动阅读的发展提供了有效指导与建议。
With the rapid development of Internet and communications technology, mobile reading has evolved into a new form of reading consumption, and mobile Apps have become one of the most important reading carriers besides paper. Based on the original technology acceptance model, combining with the theory of planned behavior and the economic cost factors of mobile reading apps, the article builds an new user adoption behavior hypothesis model of mobile reading —TAM/TPB. The experimental behavioral data of target groups with different age, educational background and frequency of using are analyzed with SPSS and LISREL respectively. The user adoption behavior model is improved and confirmed. This integrated model enriches the theory of user adoption behavior of mobile reading Apps, and also provides effective guidance and suggestions for promoting the development of mobile reading.
出处
《图书馆理论与实践》
CSSCI
2018年第2期97-100,107,共5页
Library Theory and Practice
基金
国家自然科学基金项目"云环境用户多兴趣图谱的移动商务关联性推荐模型及算法研究"(项目编号:71271186)
河北省自然科学基金资助项目"大数据异构在线社交网络复杂信息传播建模及算法研究"(项目编号:G2016203220)
河北省教育厅自然科学基金青年项目"云环境多源异构情境信息融合的移动商务推荐模型与方法研究"(项目编号:QN2015248)的研究成果
关键词
移动阅读
APP
用户采纳
技术接受模型
计划行为理论
Mobile Reading
Apps
User adoption
Technology Acceptance Model
Theory of Planned Behavior
