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Study of How Experience Involvement Affects Users’ Continuance Intention to Use Mobile Reading

Author

Listed:
  • Wang Qi

    (Economics and Management School, Beijing University of Posts and Telecommunications, Beijing100876, China)

  • Zhou Xiaoli

    (Economics and Management School, Beijing University of Posts and Telecommunications, Beijing100876, China)

  • Zhang Xiaohang

    (Economics and Management School, Beijing University of Posts and Telecommunications, Beijing100876, China)

Abstract

With the rapid development of mobile internet and the continuous replacement of new smart phones, the advancement of we-media age, and advent of the era of 4G, reading revolution has opened. This paper is to study which factors affect users’ continuance intention. We discussed the relationship between experience involvement, subjective norms, and the dimensions of perceived value as well as users’ continuance intention. The results show that the model which this paper put forward could effectively explain the hypothesizes, and this paper mainly draws the following conclusions: subjective norm significantly affect experience involvement; on one hand, experience involvement significantly and directly affect users’ continuance intention, and on the other hand, indirectly affect users’ continuance intention by significantly affect the users’ perceived usefulness, perceived pleasure and perceived cost; experience involvement can’t significantly affect users’ perceived image enhancement. We suggest the mobile reading providers pay more attention to the free experience process, increasing its convenience, enriching its content and rationalizing its cost. And they should also optimize the mobile reading to improve users’ perceived image enhancement. Mobile reading providers should let users more involved to achieve value co-creation.

Suggested Citation

  • Wang Qi & Zhou Xiaoli & Zhang Xiaohang, 2014. "Study of How Experience Involvement Affects Users’ Continuance Intention to Use Mobile Reading," Journal of Systems Science and Information, De Gruyter, vol. 2(6), pages 532-542, December.
    • Handle: RePEc:bpj:jossai:v:2:y:2014:i:6:p:532-542:n:4
    DOI: 10.1515/JSSI-2014-0532
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    References listed on IDEAS

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