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.

An Integrated Model for Sport Consumer Repurchase Intention:A Case in the Commercial Martial Arts Schools

The retention of customers is fundamental to the success of sport organizations for a variety of reasons,not the least of which is it is less expensive for an organization to keep a current customer than to gain a new one.Since customer repurchase intention is an important indicator to predict repurchase behavior,exploring the factors that influence this behavior has important theoretical and practical implications in the commercial martial arts school market.Although previous research provides a foundation for the factors that influence a customer's repurchase intention,additional empirical work is warranted.This study was designed to integrate the findings of previous studies and examine how utilitarian factors(perceived value and switching cost),a hedonic factor(perceived enjoyment),and social/psychological factors(confirmation and satisfaction)directly or indirectly influenced consumers'repurchase intentions in the context of commercial martial arts schools.The results indicated that customer satisfaction had the strongest impact on customer repurchase intention,followed by perceived enjoyment,switching costs,confirmation,and perceived value.

Applying TAM in B2C E-Commerce Research: An Extended Model

As one of the most widely accepted adoption models in information systems research, the technology acceptance model （TAM） focuses exclusively on cognition-oriented constructs such as perceived usefulness and perceived ease of use. This perspective may have limited the explanatory power of TAM when it is utilized in studying consumers’ adoption intentions of online shopping. Based on the contrasts between e-commerce systems and traditional workplace information systems as well as empirical findings from a variety of recent e-commerce research works, this paper analyzes an extended model which integrates three additional constructs： trust, social presence, and perceived enjoyment. The interrelationship between these constructs is also explained. Empirical validations of this extended model are expected in future research.