摘要
本研究借鉴信息系统持续使用模型(ECM模型),构建了研究用户社会化阅读APP持续使用意愿及其发生机理的概念模型,并以大学生为研究对象进行问卷调查,利用结构方程模型对所得的数据进行分析。调查结果表明:1用户在使用社会化阅读APP过程中所形成的期望确认程度和满意度是影响他们继续使用该类应用的重要因素;2大学生在社会化阅读APP使用过程中所形成的阅读有用性认知显著影响他们对该类应用的满意度和持续使用意愿,但社交有用性认知对他们不存在预期的显著影响;3大学生社会化阅读APP的持续使用意愿不仅取决于ECM模型所囊括的变量,同时也受诸如主观规范等其他变量的影响;4除对大学生社会化阅读APP的持续使用意愿存在显著影响外,主观规范也对他们的阅读有用性认知和社交有用性认知具有重要的作用。
With the development of digital texts and social media, social reading featuring interactivity and sharing is bdcoming more and more popular with users especially young people, and the online app is the main tool used by them to carry out this kind of new digital reading activity. To understand the nature of social reading, and improve the users＇ retention rate and loyalty, the study constructed a conceptual model to explore users＇ continuance intention of social reading apps and its mechanism based on Expectation Confirmation Model of Information Systems Continuance （ECM）. ECM is one of the earliest theoretical models of Information Systems （IS） continuance, which distinguishes the substantive differences between acceptance and continuance behavior, and integrates confirmation and user satisfaction constructs within our understanding of IS use. The target population of this study is college students using social reading apps. A questionnaire survey approach and structural equation modeling were adopted to investigate the hypothesized relationships and to assess the fitness of the model. Based on the data analysis of 508 valid questionnaires, the results suggest that （a） college students＇ continuance intention is determined by their satisfaction and confirmation of expectation from prior social reading apps use; （b） college students＇ perceived usefulness in reading is important in predicting their continuance intention of social reading apps while the perceived usefulness in socialization is not; （c） college students＇ intention to continue using social reading apps is not only affected by the constructs considered in ECM, but also by other factors such as subjective norm; （d） besides having statistically significant impact on college students＇ continuance intention, the subjective norm also greatly influence their post acceptance perceived usefulness in both reading and socialization. The study not only indicates ECM is powerful in explaining college students＇ continuance intention of social reading apps, but also riches the model by incorporating subjective norm into the original one. Besides, the results are valuable and insightful in providing us an in-depth understanding of the nature of social reading, the relationship between reading and socialization, and the measures improving the users＇ retention rate of social reading apps. Meanwhile, the study suffers from several limitations. For instance, it was a cross-sectional study which restricted the comparison of users＇ per-acceptance and post-acceptance perceptions; it designated intention as the dependent variable of interest rather than behavior, and the research sample in the present study was confined to college students due to the limited research resources. These issues might be addressed in the future work. 5 figs. 2 tabs. 50 refs.
出处
《中国图书馆学报》
CSSCI
北大核心
2016年第1期52-65,共14页
Journal of Library Science in China
基金
国家社会科学基金青年项目"新媒介环境下青少年社会化阅读及其引导机制研究"(编号:13CTQ015)
上海交通大学文理交叉项目"大学生社会化阅读行为模式及其发生机理研究"(编号:14JCY08)的研究成果之一~~
关键词
社会化阅读
大学生
阅读行为
持续使用意愿
Social reading. College students. Reading behavior. Continuance intention.
作者简介
通信作者：李武，Email：lowie@sina．com李武上海交通大学媒体与设计学院副教授。上海201104。
赵星华东师范大学商学院信息学系研究员。上海200241。
