An Empirical Study Of Continuance Intention To Use Mobile Reading Applications

With the growing usage of mobile reading applications,mobile reading becomes the main way of reading in China.On one hand,there are more users with higher willingness to pay for mobile reading,but on the other,some users are being diverted to internet radios,short video apps and mobile games.However,there’s still room for improvement of user experience of mobile reading apps,such as content quality,interface design and personalized service.How to better serve users so that mobile reading apps can increase user stickiness and market share is a problem faced by all of them.Based on Delone and McLean IS success model,the expectation-confirmation model of IT continuance and status quo bias theory,this study develops a research model for analyzing users’ continuance intention of mobile reading application,and explores how the related factors influence the continuance intention.SmartPLS 3 was employed to test the research model and proposed hypotheses on data collected from 267 survey samples.The results show that satisfaction acts as a key mediator between perceived usefulness,perceived enjoyment,expectancy confirmation and continuance intention.Inertia,which directly impacts on continuance intention,is influenced by habit and switching cost that includes transition cost and sunk cost.As sources of user experience,content quality and system quality significantly affect perceived enjoyment and expectancy confirmation,and content quality plays a greater role in affecting continuance intention than system quality,which proves that content is king.The findings of this research offer suggestions for mobile reading applications that they should cultivate and retain good writers,provide differentiated content,optimize system design to increase users’ continuance intention.