电子书阅读客户端的用户使用意愿研究——基于UTAUT和VAM理论视角

Understanding the Behavioral Incentive of Using E-book Reader Apps——An Investigation from UTAUT and VAM Perspectives

随着电子图书的发展和数字设备的普及,电子书阅读客户端日益成为用户阅读图书的重要工具。文章整合UTAUT和VAM模型,引入感知价值变量,考察影响用户对电子书阅读客户端使用意愿的相关因素。问卷调查和数据分析表明:(1)感知价值存在中介效应,感知价值在感知有用性和使用意愿之间扮演的是完全中介角色,而在感知趣味性、感知易用性、感知价格、社会影响和使用意愿之间发挥的则是部分中介的作用。(2)感知收益的两大维度,感知趣味性对用户使用意愿的解释力大大高于感知有用性。(3)社会影响不仅对用户使用意愿存在直接和间接效应,而且总效应在所有自变量中仅次于感知趣味性。

With the development of electronic books and digital devices, E-book reader apps become an important tool for users to read. Based on the concept of perceived value and drawing upon the UTAUT and VAM models, this study aims to explore those factors that influence readers＇ intention to use E-book reader apps. An online questionnaire survey and structural equation modeling were adopted to confirm the hypothesis. Findings are： （1） perceived value fully mediated the relationship between use intention and perceived usefulness, while partially mediated the relationship between use intention and other independent variables including perceived enjoyment, perceived ease of use, perceived price, and social influence; （2） among all dimensions of perceived benefits, perceived enjoyment had a stronger influence on readers＇ intention to use E-book apps than perceived usefulness; （3） social influence significantly influenced readers＇ intention to use E-book apps, with its total effect only secondary to perceived enjoyment among all independent variables used in this study.