| 读者使用电子书意愿的影响因素研究 |
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| 引用本文： | 杨方铭.读者使用电子书意愿的影响因素研究[J].出版与印刷,2021,31(4):70-77. |
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| 作者姓名： | 杨方铭 |
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| 作者单位： | 淮阴工学院商学院 |
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| 基金项目： | 2018年教育部人文社科青年基金项目“互联网知识付费业态下数字出版的优化对策研究”（编号18YJC860041） |
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| 摘 要： | 文章利用扎根理论方法，对读者使用电子书意愿的影响因素进行探究，并分析各因素间相互作用的机理。通过对访谈资料的编码、译码，得到概念范畴和逻辑关系，再借助使用与满足理论和UTAUT2模型构建读者使用电子书意愿的影响因素模型。研究结果显示，产品因素、读者因素和外部情景因素均对使用意愿产生影响，其中产品因素和外部情景因素还对读者需求和阅读习惯产生影响。文章基于分析结果提出出版单位优化电子书出版、图书馆提升电子书服务等措施。
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| 关 键 词： | 电子书 读者 使用意愿 扎根理论 使用与满足理论 UTAUT2模型 |
Research on Influencing Factors of E-book Readers' Behavioral Intention |
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| YANG Fangming.Research on Influencing Factors of E-book Readers' Behavioral Intention[J].Publishing & Printing,2021,31(4):70-77. |
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| Authors: | YANG Fangming |
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| Institution: | Business School, Huaiyin Institute of Technology |
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| Abstract: | This paper uses the Grounded Theory to analyze the influencing factors of e-book readers' behavioral intention and the interaction mechanism of these factors. The paper gets the concept category and its logical relationship based on the coding and decoding of the interview data, and builds the theoretical model of the influencing factors of readers' intention to use e-books with the help of the Uses and Gratification Theory and the Unified Theory of Acceptance and Use of Technology 2. Results show that the product factor, user factor and external situation factor can influence readers' intention to use e-books. The product factor and external situation factor can also influence readers' needs and reading habits. Based on the results, the paper provides suggestions that publishers should optimize e-books publishing, and libraries should improve e-book service. |
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