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, per...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.展开更多
文摘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.
