Behavioral For Mobile Reading TAM/TPB User Adoption

As the fast development of warless communication technology and mobile hardware,fundamental changes are happening in the structure of mobile reading market, which hasarises a new round of upsurge for the mobile business. However, the low acceptancewilling for mobile reading from the Chinese customers has been seriously negativelyaffected the development of mobile reading. Therefore, improving the public acceptanceof mobile reading and transferring the potential customer into the real customer isbecoming a new research object in the market determents. We aimed to constructtheoretical model, to analyse factors that could affect customers’ acceptance willing formobile reading; then to provide the feasible suggestion for improvement of publicacceptance for mobile reading. We adopted questionary, qualitative and quantitive analysis,and case study for this research.Firstly, we introduce the background information, which include the current situationof mobile reading both domestically and internationally, the research content andmethodology. To illustrate the character of mobile reading,we also introduced the theoryof Theory of Reasoned Action (TRA), Theory of Planed Action (TPA), TechnologyAcceptance Model (TAM), and the knowledge of structural equation, which are thetheoretical basis of our analysis.Secondly, we combine the character of mobile reading with TAM and TPB toconstruct an integrated structural equation model about customer acceptance behaviour.From this model, the factors, that influence customer acceptance of mobile reading arefound as following: perceived use, perceived ease of use, customer attitude, subjectivenorm, and perceived behavioral control.Thirdly, We adopte questionary for data collection, and used SPSS for the furtherstatistic analysis, e.g. reliability and validity analysis, and applied LISREL for thestructural equation analysis for the311effective questionary results.Last but not the least, based on the result of political analysis and the the factorsaffecting customer’s acceptance of mobile reading, we proposed the following three strategies: improvement of perceived use, improvement of perceived ease of use, andimprovement of positive attitude to mobile reading.