Mobile Newspaper Service Continued Use Of Empirical Research

With wide use of the mobile phone and the rapid development of the mobile commerce (MC), mobile commerce information technology continues to enrich our way of life and working environment. Mobile newspaper service is the emerging mobile commerce information technology, enables mobile phone users liberated from the traditional way of reading, and get full use of the fragmented time of daily life and work, get fast access to the latest news and information at anywhere with anytime.Research on use behavior of information technology can be divided into two streams, including accept use behavior of information technology and continual use behavior of information technology. Looking back of the researches on use behavior of information technology in and out of China, most researches focus on the accept use behavior of information technology, however, accept use behavior of information technology is just one attempt consumption of consumer, continual use behavior of information technology is long-term repeated consumption of consumer, and this long-term repeated consumption is the important source of profit and key links to information technology, so it is more practical significance to research on the users'continual use behavior of mobile newspaper service.This study based on expectation confirmation model(ECM) research the influence factors of the users'continual use behavior of mobile newspaper service. The research model consists of seven constructs including confirmation, information quality, perceived timeliness, perceived usefulness, perceived cost, satisfaction and continual use intention, and presented nine hypotheses totally. The study had designed the questionnaire and did the sample survey, collected 243 sample data to do the empirical study, after the reliability analysis, validity analysis and integration model analysis of sample data, the result demonstrated well goodness-of-fit index between research model and sample data, also supported the 9 research hypotheses well, providing well explanation for users'continual use behavior of mobile newspaper service.First, satisfaction, perceived cost and perceived usefulness positive influence continual use intention, accounting 54% change of the continual use intention; second, confirmation, perceived cost and perceived usefulness positive influence satisfaction, accounting 62% change of the satisfaction; third, information quality, confirmation and perceived timeliness positive influence perceived usefulness, accounting 62% change of the perceived usefulness. Empirical result discussed in the end, and providing advice and reference for theoretical research and practical activities.