Empirical research of Mobile Reading consumers’ behavior intention
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.
TAM mobile reading behavior Intention
Ma Ling Ding Lin
College of Economics and Management. Chongqing University of Posts and Telecommunications,CQUPT ChongQing,China
国际会议
南京
英文
301-305
2010-11-01（万方平台首次上网日期，不代表论文的发表时间）