A Study On Mobile Reading And The User Acceptance Behavior

With the coming of the 3G, a variety of 3G services have been gradually awaked.There have been widely studies on mobile services at home and abroad. So as a newservice of mobile services, the research on adoption of mobile reading becomes moreimportant. In this paper, to analysis the effect of the relative factors on user's acceptance ofmobile reading under the mobile business conditions, a new mobile reading model hasbeen established based on the Technology Acceptance Model (TAM).Firstly in this paper review the research of mobile reading from many aspects such asresearch background, purpose and significance, then indicate the necessity and importanceof the mobile reading research. After that a brief introduction of the method and routeswhich will be used in the mobile reading research was made. We consider the mobilereading market outlook and future under a market perspective, a very important point hasbeen made by the analysis of the mobile reading users, the mobile reading market size, themobile phone industry chain and the mobile reading chain. From which we can see thatthe mobile reading has great market prospect in the rapid development of socialtechnology era as an important mobile business application. To make a deep and preciseresearch of the mobile reading adoption, we survey different levels of students, comparedwith the common used TAM and combined with the actual mobile reading, a new modelhas been proposed. Then we can use the SPSS and PLS software to measure the reliabilityand validity of the model and to test the validity and applicability of model assumptions.The results show that for this specific mobile reading adoption, the proposed model has agood explanatory power for the actual use of the user's behave. These will help theoperators to make an analysis on the factors which will effect the user adoption such as:social impact, the use of scenarios, the perceived usefulness and so on, then will help theoperators to promote mobile reading and at last make the mobile reading become moreand more vigorous development. In addition, the paper also points out the shortcomings ofthe research and made a conclusion and recommendations for the mobile reading service.