Empirical Research of Mobile Reading Consumers' Behavior Intention

摘要

Based on Technology Acceptance Model (TAM), this paper is the first one which research consumers’ using intention of mobile reading. Multiple regression analysis is used to analyze effects to Chinese consumers’ intention and attitudes on using mobile reading by perceived usefulness, perceived ease of use, perceived behavioral control, perceived entertainment, perceived payment and subjective norms. Finally, The empirical results are analyzed, and some suggestions and directions are put forward for further research.