An empirical study on continuance intention of mobile reading

Purpose： This study aims to explore factors affecting continuance intention of mobile reading. Design/methodology/approach： Drawing on the unified theory of acceptance and use of technology （UTAUT）, and integrating perceived enjoyment, we put forward a theoretical research model of factors affecting continuance intention of mobile reading. Using 186 valid data collected through a questionnaire survey, we conducted data analysis with the partial least squares structural equation modeling （PLS-SEM）. Findings： The results show that performance expectancy, effort expectancy, social influence and perceived enjoyment all have positive impacts on continuance intention. Among them, perceived enjoyment has the most significant effect on continuance intention, followed by performance expectancy. In addition, effort expectancy significantly influences perceived enjoyment. Contrary to our expectation, facilitating conditions have no impact on continuance intention. Practical implications： This study could help mobile data service providers to foster users＇ continuous usage of mobile reading. Research limitations： This study focused only on the effect of perceived enjoyment as an internal motivation on continuance intention of mobile reading, and other possible factors were not considered. Also, continuance intention may be different from the actual behavior. Furthermore, data of student users was collected from one university in China, and was cross-sectional, while working samples were not considered. Originality value： This study considers the effects of both external and internal motivation on continuance intention of mobile reading. The results highlight the role of perceived enjoyment in building users＇ continuance intention of mobile reading.

Empirical Research on Mobile Phone Reading Based on User Behavior Analysis

Based on the technology acceptance model （TAM） as the foundation, according to the function of mobile phone reading, the hardware design characteristics, software design characteristics, perceived entertainment, perceived risk and perceived price, adding them to the user behavior model, and modify the TAM model. By self-designed questionnaire, taking college students for social mobile phone reading using behavior survey, using SPSS19.0, AMOS21.0 to validate modified TAM model. The empirical results show that hardware design characteristics, software design characteristics, perceived ease of use have significant positive influence on user behavior, while perceived entertainment, perceived risk, have no significant influence on user behavior, behavior Intention has positive influence on user actual behavior.

What leads to readers' satisfaction with the mobile news apps service? An investigation into the roles of content originality and user experience

Purpose: This study aims to explore whether content originality and user experience have positive effects on online news readers’ satisfaction with the mobile apps service.Design/methodology/approach: Data was collected via a Web-based survey. Data analysis of this study can be divided into two stages. In the first stage, a descriptive statistical analysis was conducted based on a sample of 612 respondents. In the second stage, the correlation among content originality, user experience and satisfaction was analyzed based on a sample of 377 mobile news apps users. Findings: Results of the first stage showed that social media and mobile news apps were the most important tools for users to access news, and different types of media were playing complementary roles in information transmission. Users held a positive attitude toward their mobile news reading experience and they described news they read on mobile apps with such words as "interesting", "instant", "positive", "profound", and "ironic". Results of the second stage confirmed our hypothesis that content originality and user experience both had positive impacts on user satisfaction.Research limitations: The questionnaires were distributed entirely online, so the sample may not be representative of the general population being studied and thus undermine the reliability and generalization of the findings to some extent. Moreover, this study adopted only one method(survey) and more methods such as interviews can be used to improve the accuracy of the results.Practical implications: The findings of this study can not only provide insights into a better understanding of users’ mobile reading behavior, but also help mobile information service providers attract more users.Originality/value: This is one of the first studies to explore the effects of content originality and user experience on online news readers’ satisfaction with the mobile apps service.