Empirical Research of Mobile Reading Consumers' Behavior Intention

Abstract

Based on Technology Acceptance Model (TAM), this paper is the first one which research consumers' using intention of mobile reading. Multiple regression analysis is used to analyze effects to Chinese consumers' intention and attitudes on using mobile reading by perceived usefulness， perceived ease of use, perceived behavioral control，perceived entertainment ， perceived payment and subjective norms. Finally, The empirical results are analyzed, and some suggestions and directions are put forward for further research.

Social media intention mining for sustainable information systems: categories, taxonomy, datasets and challenges

“…In [81] authors presented the HMM-AIP model based on hidden Markov model to track and predict the attack intentions. In [82], the authors extracted consumers' mobile reading intention using technology assessment model. Human behavior and attitude were found as the major factors that influenced the said intentions.…”

“…In [70] Pearson's R and Kendall's T technique used to model purchase intention by conducting online questionnaire surveys. In [82] questionnaire survey method was used to collect datasets. The sample consisted of students and office workers who are active users of mobile reading.…”

“…Data was collected from the real-time model. Studies [72,[80][81][82][83] proposed a model to perceived user continuance intention towards mobile usage. Proposed models perceived whether cultural values affect continuance intention of mobile shopping, use mobile data service and adopt the mobile payment service for different activities.…”

“…Ling et al [82] used a classification method to detect mobile users' mobile usage intention. A statistical framework has been proposed to determine primary school teachers' intention to adopt mobile as learning technology, intention towards mobile payment adoption, and mobile shopping continuance intention [83][84][85][86].…”

Psychophysiological responses to mobile reading: evidence from frontal EEG signals under a distracting reading environment and different text genres

“…Most studies investigating mobile reading have focused on analyzing the influence of hardware performance, such as the display comfort and operational comfort of various devices (Kurata et al, 2017;Rajanen et al, 2015), on readability, the influence of software functions, such as different fonts, resolutions and layouts (Burson and Yilmaz, 2019;Li and Liu, 2019;Lu et al, 2017;Yu and Kong, 2016) and the learning effects. Several studies have investigated mobile readers' preferences and habits (Al-Samarraie et al, 2017;Ibrahim et al, 2018;Liu et al, 2020a, b); the impact of the reading content, such as the richness and presentation format of digital resources, on readers' mobile reading intentions (Barr on-Cedeño et al, 2019;Choi et al, 2018;Ling and Lin, 2010) and the relationship between readers' comprehension and motivation for mobile reading (Cartwright et al, 2016;Hu et al, 2020;Wang, 2017). Research on mobile reading motivation tends to focus on external motivation, while few studies have focused on the psychological motivational activation level.…”