[Purpose/significance] The research on the willingness to use mobile phone reading has been widely concerned by scholars. The research on the influence of perception characteristics and personalization can provide useful guidance for library management reform and service optimization. [Method/process] This paper constructed a structural equation model to study the effects of perception characteristics and personalization on the willingness to use mobile phone reading continuously. [Result/conclusion] The results shows that:①College students' mobile phone reading behaviors show certain group characteristics, and the use of time is relative rationality. ②Perception characteristics, especially perceived ease of use, personalization, especially information system personalized services, have a significant positive impact on the willingness to use mobile phone reading continuously. ③Satisfaction plays a mediating role in the relationship between perception characteristics and continued use intention, and perceived monetary value has a greater impact on mobile phone reading satisfaction. Base on the above, this paper provides some suggestions for library from the aspects of process design, content selection and marketing promotion.
Zhang Zhong
,
He Hong
,
Cao Guo
. The Influence of Perception Characteristics and Personalization on the Willingness to Use Mobile Phone Reading Continuously[J]. Library and Information Service, 2019
, 63(7)
: 80
-85
.
DOI: 10.13266/j.issn.0252-3116.2019.07.010
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