Our Mobile Phone Literature Publication Audience To Accept Behavior Research

In the development of mobile publication in recent years, mobile publication is based on the mobile Internet, through a specific information system, to use handheld terminals such as mobile phone, iPad, iPhone and various e-readers to present a new media services to the audience. According to Analysys International’s analysis report, it is expected that the number of mobile Internet users will likely break 800 million by the end of 2015, of which permeability of mobile publication user will reach 50 percent, and the users are expected to reach 250 million. It means that the mobile reading age is coming. In 2014, CNNIC issued the “Statistical Report on the 34 th China Internet Development”, of which pointed out that the reading users of mobile phone literary publications reached 350 million. Due to the mobile publication contains many of the field, so the research object of this study is limited in the phone literary publication.Based on the rapid development of the mobile Internet, and put the audience acceptance behavior in the phone literary publication as the research object of this study. According to the actual object of the study, with the way of the depth interviews and questionnaires, taking the technology acceptance model as the basic research model, combined with the commitment theory of psychology, the social network theory of sociology, and the uses and gratifications theory of the communication studies, adding the new variables, using the statistical software SPSS21.0 and AMOS software to analyze the influence factors of audiences use and acceptance behavior of mobile phone literature publications, in order to establish a new model for the audience to accept the phone literary publications behavior. The purpose of this study is to analyze the influencing factors of mobile phone literary publications audience acceptance behavior, to give some advices for the development of mobile phone literature publisher in the future, to improve the audience reading experience of the mobile phone literary publications, to promote the popularization of mobile phone literature publication system in the audience, and to provide a theoretical reference for the movement of the transformation of the traditional publishing industry in China.In this study, from the perspective of the users, the audience acceptance behavior of the phone literary publication is studied in a vision of communication studies. First of all, the study analyzes the concepts and characteristics of mobile phone publications and mobile phone literature publications, and discusses the internal and external motivation of development of mobile phone literature publication in the country and its use in domestic situation, and at the same time, the spread characteristics of mobile phone literature publishing is analyzed from the perspective of communication studies. Secondly, based on a summary of classic research literature about user technology acceptance model in the domestic and foreign, combining information technology acceptance model, present the audience to accept behavior model of mobile phone literature publications, and put forward the hypothesis of relationships between variables in the research model. Finally using SPSS21.0 analyzed the validity, reliability and factor of the questionnaire data, using AMOS software to verify the assumptions of the model fitting degree, according to the model, provide constructive suggestions for the development of China’s mobile phone literature publication.The innovation of this research is which based on the technology acceptance model, from the perspective of the audience, through data analysis, confirmed the variables such as the innovative features of the audience, the emotional commitment of psychology, perceived value, content quality and system quality are positively related to the intention of audience’s use, so that it has a positive impact on the audience acceptance behavior. Through the study of mobile phone literature publications from the audience perspective, not only to fill the area blank of the current research on audience acceptance of the mobile phone literature publication, and help to improve the mobile phone literature publication audience reading experience, but also to grasp the trend of the development of mobile phone literature publications, and provide a theoretical basis for mobile phones literary publishers which meet the needs of users of products or services.