The College Students’ Behavioral Intention to Use Mobile Reading Apps in Sichuan, China
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Purpose: The purpose of this study is to investigate the college students’ behavioral intention to use mobile reading applications in Sichuan, China. The key variables include perceived usefulness, perceived ease of use, perceived value, perceived enjoyment, attitude, social influence, and behavioral intention. Research design, data, and methodology: The target population is 500 students from three universities in Sichuan. The quantitative research method used in this study was based on a questionnaire. The sampling technique contains judgmental, stratified random and convenience sampling. The content validity was confirmed by the index of item-objective congruence (IOC). The pilot test involves 50 participants to ensure reliability by Cronbach’s alpha. The data were analyzed by Confirmatory factor analysis (CFA) and Structural equation modeling (SEM). Results: The social influence presented the strongest effect on behavioral intention and proved that attitude directly influenced behavioral intention. The significant influences that support attitude are perceived ease of use, usefulness, value, and enjoyment. Conclusions: The research can help developers to develop effective mobile reading apps related to excellent traditional Chinese cultural knowledge. Educators can promote the dissemination of excellent traditional Chinese cultural knowledge can consider improving the influence of mobile phone reading content and software in society to help college students improve their learning efficiency.
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