电子书用户使用意愿影响模型构建与实证  

Factors Affecting Behavioral Intention to Adopt E-books

作　　者：杨方铭 张志强[2] Yang Fangming;Zhang Zhiqiang(Business School,Huaiyin Institute of Technology,Huaian 223001;School of Information Management,Nanjing University,Nanjing 210023)

机构地区：[1]淮阴工学院商学院,淮安223001 [2]南京大学信息管理学院,南京210023

出　　处：《图书情报工作》2020年第9期85-94,共10页Library and Information Service

基　　金：教育部人文社会科学青年基金项目“互联网知识付费业态下数字出版的优化对策研究”(项目编号:18YJC860041)研究成果之一。

摘　　要：[目的/意义]探究用户使用电子书意愿的影响因素,以有助于电子书产业走出缓慢的发展困境。[方法/过程]以UTAUT2、使用满足理论为基础,从需求满足和外部情景因素两个层面构建影响因素模型,并将需求满足细化为内容需求、社交互动需求和休闲娱乐需求3个测量变量。采用问卷调查方法收集有效样本1013份,使用AMOS21软件对模型进行验证。[结果/结论]研究发现,需求满足、阅读习惯、价格价值、社会影响对使用意愿有正向影响作用,而激励措施对使用意愿有负向影响作用,努力期望对使用意愿的影响不显著,并依据研究结果提出促进电子书产业发展的建议。[Purpose/significance]Exploring the influencing factors of behavioral intention can help the e-book industry develop faster.[Method/process]Based on UTAUT2,uses and gratifications theory as the framework,constructing a new theoretical model of influencing factors from two perspectives of demand satisfaction and other situational factors.This paper collected 1013 samples by questionnaire survey,and AMOS21 software to verify the rationality of the model.[Result/conclusion]The study find that demand satisfaction,reading habits,price value and social influence have a positive impact on behavioral intention,while facilitating conditions have a negative impact on it,and effort expectation has no significant impact on it.Based on the research result,this paper puts forward some countermeasures and suggestions to promote the development of e-book industry.

关 键 词：电子书 用户 使用意愿 UTAUT2 数字出版 分类号:G252 

分 类 号：G230.7[文化科学] G252