| 陈晓曈,胡蓉,朱庆华.移动阅读收费服务用户采纳意愿的实证研究[J].数字图书馆论坛,2015,(11):11~16 |
| 移动阅读收费服务用户采纳意愿的实证研究 |
| An Empirical Study on the Users' Adoption Intention of Mobile Reading Toll Service |
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| DOI： |
| 中文关键词: 移动阅读;收费服务;技术接受模型;沉溺体验;感知货币价值;结构方程模型 |
| 英文关键词: Mobile Reading;Toll Service;Technology Adoption Model;Flow Experience;Perceived Monetary Value;Structural Equation Model |
| 基金项目:本研究得到国家社科基金项目"互联网用户群体协作行为模式的理论与应用研究"(编号:10ATQ004)和中国科学技术信息研究所委托项目"大数据环境下人机交互研究"资助. |
| 作者 | 单位 | | 陈晓曈 | 南京大学 | | 胡蓉 | 南京大学 | | 朱庆华 | 南京大学 |
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| 中文摘要: |
| 以技术接受模型为原型,引入沉溺体验、感知货币价值等消费者心理与行为因素,探讨移动阅读收费服务用户采纳意愿的影响因素.通过使用Amos建立结构方程模型,结合问卷调查数据进行了实证分析.研究结果表明:移动阅读收费服务的感知有用性、感知易用性、感知货币价值和社会影响正向影响用户的采纳意愿,内容与沉溺体验对感知有用性有正向影响,界面与沉溺体验对感知易用性有正向影响,感知有用性对感知货币价值有正向影响. |
| 英文摘要: |
| Based on technology adoption model and the theories of flow experience and perceived monetary value, this paper discusses the influence factors of users' adoption intention of mobile reading toll service. Data analysis with structural equation model is conducted by using Amos. The findings indicate that users' adoption intention is positively influenced by mobile reading toll service's perceived usefulness, perceived ease of use, perceived monetary value and social influence. Content and flow experience have positive influence on perceived usefulness. Perceived ease of use is positively influenced by interface and flow experience. And perceived usefulness has positive influence on perceived monetary value. |
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