| 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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| 引用本文： | 张忠,何虹,曹国.感知特性和个性化对手机阅读持续使用意愿的影响研究[J].图书情报工作,2019,63(7):80-85. |
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| 作者姓名： | 张忠 何虹 曹国 |
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| 作者单位： | 1. 常州工学院经济与管理学院 常州 213032;
2. 西北工业大学管理学院 西安 710072 |
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| 基金项目： | 本文系江苏省第七批教育改革发展战略性与政策性研究课题重点项目"大数据背景下办好网络教育的对策建议研究"研究成果之一。 |
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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。
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| 关 键 词： | 手机阅读 感知特性 个性化 持续使用意愿 大学生 |
| 收稿时间： | 2018-08-30 |
| 修稿时间： | 2018-10-21 |
The Influence of Perception Characteristics and Personalization on the Willingness to Use Mobile Phone Reading Continuously |
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| Zhang Zhong,He Hong,Cao Guo.The Influence of Perception Characteristics and Personalization on the Willingness to Use Mobile Phone Reading Continuously[J].Library and Information Service,2019,63(7):80-85. |
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| Authors: | Zhang Zhong He Hong Cao Guo |
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| Institution: | 1. College of Economy and Management, Changzhou Institute of Technology, Changzhou 213032;
2. School of Management, Northwestern Polytechnical University, Xi'an 710072 |
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| Abstract: | 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. |
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| Keywords: | mobile phone reading perception characteristic personalization willingness to use continuously college student |
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