感知特性和个性化对手机阅读持续使用意愿的影响研究
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摘要
[目的/意义]手机阅读持续使用意愿的研究受到学者们的广泛关注,感知特性和个性化对其影响的研究能够为图书馆的管理改革和服务优化提供有益指导。[方法/过程]通过构建结构方程模型,实证研究感知特性、个性化对手机阅读持续使用意愿的影响。[结果/结论]研究发现:①大学生手机阅读行为呈现一定的群体特征,并且时间利用相对合理;②感知特性尤其是感知易用性、个性化尤其是信息系统个性化服务,对手机阅读持续使用意愿具有显著积极影响;③满意度在感知特性与持续使用意愿关系中发挥中介作用,其中感知货币价值对手机阅读的满意度影响较大。最后从流程设计、内容甄选和营销推广等方面给出相应建议。
[Purpose/significance] The research on the willingness to use mobile phone reading has been widely concerned by scholars. The research on the influence of perception characteristics and personalization can provide useful guidance for library management reform and service optimization. [Method/process] This paper constructed a structural equation model to study the effects of perception characteristics and personalization on the willingness to use mobile phone reading continuously. [Result/conclusion] The results shows that: ①College students' mobile phone reading behaviors show certain group characteristics, and the use of time is relative rationality. ②Perception characteristics, especially perceived ease of use, personalization, especially information system personalized services, have a significant positive impact on the willingness to use mobile phone reading continuously. ③Satisfaction plays a mediating role in the relationship between perception characteristics and continued use intention, and perceived monetary value has a greater impact on mobile phone reading satisfaction. Base on the above, this paper provides some suggestions for library from the aspects of process design, content selection and marketing promotion.
[Purpose/significance] The research on the willingness to use mobile phone reading has been widely concerned by scholars. The research on the influence of perception characteristics and personalization can provide useful guidance for library management reform and service optimization. [Method/process] This paper constructed a structural equation model to study the effects of perception characteristics and personalization on the willingness to use mobile phone reading continuously. [Result/conclusion] The results shows that: ①College students' mobile phone reading behaviors show certain group characteristics, and the use of time is relative rationality. ②Perception characteristics, especially perceived ease of use, personalization, especially information system personalized services, have a significant positive impact on the willingness to use mobile phone reading continuously. ③Satisfaction plays a mediating role in the relationship between perception characteristics and continued use intention, and perceived monetary value has a greater impact on mobile phone reading satisfaction. Base on the above, this paper provides some suggestions for library from the aspects of process design, content selection and marketing promotion.
引文
[1] 黄维,杨泠旋.全国国民阅读调查结果发布:有声阅读成新增长点[EB/OL].[2018-04-19].http://culture.people.com.cn/n1/2018/0419/c1013-29937411.html.
[2] 中国互联网络信息中心.中国互联网络发展状况统计报告[EB/OL].[2018-01-13].http://www.cac.gov.cn/2018-01/31/c_1122347026.htm.
[3] DAVIS F D,BAGOZZI R P ,WARSHAW P R.User acceptance of computer technology:a comparison of two theoretical models [J].Management science,1989,35(8):982-1003.
[4] BHATTACHERJEE A.Understanding information systems continuance:an expectation-confirmation model [J].Mis quarterly,2001,25(3):351-370.
[5] CHEN L.An extended model of is continuance for information oriented mobile applications [C]// IEEE computer society.2010 Ninth international conference on mobile business.Chicago:IEEE computer society,2010:453-458.
[6] ZHOU T.The effect of flow experience on user adoption of mobile TV [J].Behaviour & information technology,2013,32(3):263-272.
[7] KOUFARIS M,KAMBIL A,LABARBERA P A.Consumer behavior in web-based commerce:an empirical study[J].International journal of electronic commerce,2001,6(2):115-138.
[8] PATTULLI M C,RABINA D.Forms,effects,function:LIS Students’ attitudes towards portable e-book readers [J].Aslib proceedings new information perspectives,2010,62(3):228-244.
[9] 张璇,吴清烈.基于扩展ECM 的移动商务用户继续使用意向研究[J].太原理工大学学报,2010,41(1):28-32.
[10] 刘鲁川,孙凯.移动数字阅读服务用户采纳后持续使用的理论模型及实证研究[J].图书情报工作,2011,55(10):78-82.
[11] 代宝,刘业政.基于期望确认模型、社会临场感和心流体验的微信用户持续使用意愿研究[J].现代情报,2015,35(3):19-23.
[12] 廖成林,龚小艳,李忆.新客户的网站感知和信任对其在线购买行为影响的实证研究[J].技术经济,2012,31(1):16-21.
[13] 赖俊明.感知产品创新的作用——消费者采纳视角[J].技术经济与管理研究,2017,38(11):52-56.
[14] 谢蓉,金武刚.高校图书馆如何推广手机阅读——基于对在校大学生手机阅读的调查结果[J].图书情报工作,2011,55(14):20-23.
[15] 许广奎,周春萍.高校大学生手机阅读行为调查分析[J].图书情报工作,2012,33(14):82-85,92.
[16] 焦勇兵,高静,杨健.顾客采纳社会化媒体的影响因素——一个理论模型及其实证研究[J].山西财经大学学报,2013,33(7):43-55.
[17] HEO S,LEE S,JANG B,et al.Designing and implementing a diversity policy for intrusion-tolerant systems [J].Leice transactions on information & systems,2017,E100.D (1):118-129.
[18] CHANG Y,ZHU D.The role of perceived social capital and flow experience in building users’ continuance intention to social networking sites in china [J].Computers in human behavior,2012,23(5):995-1001.
[19] 万安伦,郑伟,陶然.2016中国网民数字阅读终端调查[J].中国编辑,2016,14(4):28-37.
[20] 王卫军.高校图书馆移动信息服务模式创新研究[J].图书馆学研究,2014,35(17):65-70.
[21] LEE Y,KWON O.Intimacy,familiarity and continuance intention:an extended expectation-confirmation model in web-based services [J].Electronic commerce research & applications,2011,10(3):342-357.
[22] 张珂.论大学生网民的从众心理[J].中国青年研究,2007,19(4):67-69.
[23] 季丹,李武.网络社区临场感对阅读行为的影响机制研究——基于满意度的中介效应分析[J].图书情报工作,2016,37(2):42-46,58.
[2] 中国互联网络信息中心.中国互联网络发展状况统计报告[EB/OL].[2018-01-13].http://www.cac.gov.cn/2018-01/31/c_1122347026.htm.
[3] DAVIS F D,BAGOZZI R P ,WARSHAW P R.User acceptance of computer technology:a comparison of two theoretical models [J].Management science,1989,35(8):982-1003.
[4] BHATTACHERJEE A.Understanding information systems continuance:an expectation-confirmation model [J].Mis quarterly,2001,25(3):351-370.
[5] CHEN L.An extended model of is continuance for information oriented mobile applications [C]// IEEE computer society.2010 Ninth international conference on mobile business.Chicago:IEEE computer society,2010:453-458.
[6] ZHOU T.The effect of flow experience on user adoption of mobile TV [J].Behaviour & information technology,2013,32(3):263-272.
[7] KOUFARIS M,KAMBIL A,LABARBERA P A.Consumer behavior in web-based commerce:an empirical study[J].International journal of electronic commerce,2001,6(2):115-138.
[8] PATTULLI M C,RABINA D.Forms,effects,function:LIS Students’ attitudes towards portable e-book readers [J].Aslib proceedings new information perspectives,2010,62(3):228-244.
[9] 张璇,吴清烈.基于扩展ECM 的移动商务用户继续使用意向研究[J].太原理工大学学报,2010,41(1):28-32.
[10] 刘鲁川,孙凯.移动数字阅读服务用户采纳后持续使用的理论模型及实证研究[J].图书情报工作,2011,55(10):78-82.
[11] 代宝,刘业政.基于期望确认模型、社会临场感和心流体验的微信用户持续使用意愿研究[J].现代情报,2015,35(3):19-23.
[12] 廖成林,龚小艳,李忆.新客户的网站感知和信任对其在线购买行为影响的实证研究[J].技术经济,2012,31(1):16-21.
[13] 赖俊明.感知产品创新的作用——消费者采纳视角[J].技术经济与管理研究,2017,38(11):52-56.
[14] 谢蓉,金武刚.高校图书馆如何推广手机阅读——基于对在校大学生手机阅读的调查结果[J].图书情报工作,2011,55(14):20-23.
[15] 许广奎,周春萍.高校大学生手机阅读行为调查分析[J].图书情报工作,2012,33(14):82-85,92.
[16] 焦勇兵,高静,杨健.顾客采纳社会化媒体的影响因素——一个理论模型及其实证研究[J].山西财经大学学报,2013,33(7):43-55.
[17] HEO S,LEE S,JANG B,et al.Designing and implementing a diversity policy for intrusion-tolerant systems [J].Leice transactions on information & systems,2017,E100.D (1):118-129.
[18] CHANG Y,ZHU D.The role of perceived social capital and flow experience in building users’ continuance intention to social networking sites in china [J].Computers in human behavior,2012,23(5):995-1001.
[19] 万安伦,郑伟,陶然.2016中国网民数字阅读终端调查[J].中国编辑,2016,14(4):28-37.
[20] 王卫军.高校图书馆移动信息服务模式创新研究[J].图书馆学研究,2014,35(17):65-70.
[21] LEE Y,KWON O.Intimacy,familiarity and continuance intention:an extended expectation-confirmation model in web-based services [J].Electronic commerce research & applications,2011,10(3):342-357.
[22] 张珂.论大学生网民的从众心理[J].中国青年研究,2007,19(4):67-69.
[23] 季丹,李武.网络社区临场感对阅读行为的影响机制研究——基于满意度的中介效应分析[J].图书情报工作,2016,37(2):42-46,58.