| Abstract The Internet is evolving in various fields of information transmission along with the rapid development of information revolution.Internet science popularization has become the most crucial method for improving scientific literacy of citizens.Compared to traditional science popularization,internet science popularization as a upgrade form of communication differs from its counterpart in structure and patterns of manifestation and provides traditional science a vast possibility of improvement and development.The important role of internet science popularization was also stipulated in law.Strengthening the internet science popularization is to meet the trend of developing information technology and also the implementation of the national strategy.Science website is an important carrier of science popularization thus brought important meaning to the study concerning science website.The existed research appears mostly in the form of report and research volume and concentrated in case study and qualitative research but extremely lack of quantitative research.The domestic scholars put major weigh on researching from the perspective of website itself than from the user perspective.Therefore,to study continuance intention of science website users from the user characteristics is relatively important.In this study,the model is constructed on theoretical analysis.By using the existed classical theories on users' continuance intention of use in context of information system(combining Technology Acceptance Model,Unified Theory of Acceptance and Use of Technology and Trust influence on Expectation Confirmation Theory),we concluded Perceived Usefulness,Confirmation,Perceived Ease of Use,Satisfaction,and Perceived Trust as the variable that affects the continuance willingness of use.These variables are scored by expert interviews to test their rationality.Based on the classical theory and examined by expert interview,we built the initial theoretical model and distributed 500 questionnaires through online and offline channels.363 copies was collected,the recovery rate is 72.6%,Effective questionnaires were 307,the effective rate was 84.6%.Questionnaires were proved with good reliability and validity.In the empirical study,we used SPSS 22.0,AMOS23.0,SmartPLS 2.0 M3 and composite reliability calculator as data analysis tools.First,the descriptive statistical analysis of the questionnaire data was carried out with SPSS22.0 to count the basic characteristics of the interviewees and their use of science websites.After that,the reliability and validity of the data were analyzed by SPSS22.0 and the composite reliability calculator.And the correlation analysis was also carried out in this part.Finally,path analysis of theoretical model of the study would be carried out by AMOS23.0 and SmartPLS 2.0 M3.From the study we conclude that:There are many factors that affect the user's willingness to use the popular website.For example the user's perceived usefulness,perceived trust and satisfaction have a significant positive impact on their continuance intention to use.People of different demographic patterns also behaved different of in continuance intention to use.Secondly,the science website users' perceived trust and satisfaction directly or indirectly impacted on their continuance intention of use.Thirs,users of different demographic attributes differentiated in their continuance intention of use.Such as the practitioners of scientific community and popularization of science and technology,government and public sector staff,individual private businessmen have large difference with college students,retired staff,urban labor force(including migrant workers)and farmers in continuance intention of use of science website. |
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