Purpose – With more and more individuals relying on mobile devices to obtain information, many libraries launch mobile application to satisfy mobile users’ information need. The purpose of this paper is to figure out factors influencing consumers’ channel transfer intention of library service from web-based platform to mobile app. Design/methodology/approach – A structural equation model is proposed based on categorization theory. In addition, situational contexts are taken into account to make research model more suitable for the real condition. Data collected from 319 samples are used for hypotheses examining. Findings – The relationships between source and target (perceived differentiation including function differentiation and resource differentiation) positively affect perceived situation efficiency, which in turn shapes intention to use mobile library application. Perceived mobile library quality positively influences perceived differentiation, perceived situation efficiency and mobile library adoption intention. In summary, perceived situation efficiency is the main factor. Practical implications – Both quality and situational factors should be taken seriously, and mobile device producers and mobile app developers should cooperate on improving the quality of mobile app. Meanwhile, it is critical to examine the relationship between web based and mobile library service in the initial or early stage of mobile library development. Originality/value – By focussing on the impacts of the relationship between web and mobile library service and evaluation of mobile library on the adoption intention, this paper not only provides a theoretical understanding of mobile library adoption behavior but also offers practical insights to library managers and app developers for promoting such a process.

Purpose Because mobile phones offer a new, affordable and easy-to-use portal to reading material, mobile reading is emerging as the most ultra-modern reading approach. From the perspective of mobile reading service providers, knowledge of customer purchase, and consumption behaviour is critical for their survival and success. This paper aims to provide insights into the factors that influence the purchase e-books. Design/methodology/approach Following means-end chain theory, the prospect theory and elaboration likelihood model, a structural equation model is proposed to investigate and identify key factors that drive the purchase intention of experienced mobile readers. In the theoretical model, utilitarian value (UV) and hedonic value (HV) are supposed as formative second-order constructs formed by related payoff. Findings Both UV and HV are positively associated with readers’ purchase intention. However, there are no big differences between these two path coefficients. People seem to perceive relatively low payment risk although perceived risk could still negatively affect purchase intention. As a predictor of purchase intention, UV is less important when risk perception increases or when involvement (IV) decreases. Furthermore, this study illustrates that uniqueness and convenience (CV) are significant components of UV, whereas curiosity and flow are components of HV. Practical implications Mobile reading providers should highlight the professional and specificity of app such as beautiful cover, page setup that similar to real books and so on. Readers should be allowed to post real-time reviews and communicate with others to improve their sense of satisfaction, participation and belonging. The payment process should be concise and simple through which readers can save their purchase time and effort. Mobile reading service providers should provide trustworthy payment approaches, especially third-party platform and guarantee the CV and safety of payment activity. Originality value By focusing on the impacts of relationships among UV, HV, perceived risk and IV to purchase intention, this paper not only provides a theoretical understanding of mobile reading purchase behaviour but also offers practical insights to reading material manufactures and app developers for promoting such a process.