The Determinants of Behavioral Intention to Use Mobile Reading Apps of Collage Students in Chongqing, China
DOI:
https://doi.org/10.14456/shserj.2023.38Keywords:
Behavioral Intention, Mobile Reading, Chinese Culture, Attitude, Perceived EnjoymentAbstract
Purpose: This research examined the determinants of behavioral intention of college students in Chongqing who have mobile reading experience of excellent Chinese traditional culture. The conceptual framework proposed causal relationships among perceived usefulness, perceived ease of use, perceived value, perceived enjoyment, attitude, social influence, and behavioral intention. Research design, data, and methodology: 500 students from three universities in Chongqing were selected. The researcher used the questionnaire as a tool. 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. 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 were perceived value and perceived enjoyment. Nevertheless, perceived ease of use and perceived usefulness had no significant influence on attitude. The factors of perceived value and perceived enjoyment indirectly impacted behavioral intention. Conclusions: The research can help developers to consider these factors that affect users more when developing mobile reading apps related to excellent traditional Chinese cultural knowledge.
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