大学生群体手机阅读业务的采纳行为研究-管理科学与工程专业论文.docx

华 华 中 科 技 大 学 硕 士 学 位 论 文 II II Abstract The coming of 3G predicts that mobile internet steps into a new stage, which stimulates many related services. The whole frames of mobile services have been widely researched by scholars while the adoption research for specific service is less popular. As a new service, the research on adoption of mobile reading is very limited. So, this thesis focuses on this issue based on the population of college students. Firstly this paper reviewed the research about specific mobile services from many aspects like subjects, affecting factors, research methods and so on by summarizing 40 literatures. Then, in order to know about college students’ current state of mobile reading, 1219 questioners were collected from many stages as junior college students, undergraduate students, fulltime and part-time graduate students. Based on these analyses, the model about mobile reading adoption research was established. The model comprehensively analyzed the adoption behavior in four dimensions: technology perceptions,psychographics, environment influence, demographics, in which perceived learning as a new variable was added for the characteristics of mobile reading. In this empirical study, 451 questioners were also collected from many stages as junior college students, undergraduate students, fulltime and part-time graduate students in Wuhan. This study used SPSS and PLS to conduct reliability and validity test of measurement model, hypotheses test and compared with traditional TAM model. The research shows that mobile reading is very special as a specific service. Traditional perceived usefulness and perceived ease of use can’t explain the use intention very clearly, however, psychographics and environment influence were two important dimensions influencing mobile reading adoption in this research, while perceived enjoyment 、 perceived learning 、 flow experience、use context were decisive elements. Moreover, limitations of the current rese