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2019 , Vol. 63 >Issue 3: 98 - 107

DOI: https://doi.org/10.13266/j.issn.0252-3116.2019.03.013

The Relationship Among Perceived Value, Satisfaction and Behavioral Intention of College Students' Mobile Reading: Taking the Superstar Mobile Reading APP Platform as an Example

  • Zhao Wenjun ,
  • Xie Shoumei
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  • 1. Key Laboratory of Hunan Province for New Retail Virtual Reality Technology, Hunan University of Commerce, Changsha 410205;
    2. Mobile E-business Collaborative Innovation Center of Hunan Province, Hunan University of Commerce, Changsha 410205;
    3. Library of South-Central University for Nationalities, Wuhan 430074

Received date: 2018-04-25

  Revised date: 2018-06-20

  Online published: 2019-02-05

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Abstract

[Purpose/significance] Taking the Superstar mobile reading APP as the research platform, this paper explores structure dimension of perceived value on college students' mobile reading, and analyzes its influence on satisfaction and behavioral intention. So that we can provide references and advice for mobile reading service providers to improve service quality. [Method/process] This paper adopts the qualitative method of focus group interview and in-depth interview to analyze structure dimension of perceived value, and constructs research hypothesis model of perceived value, satisfaction and behavioral intention. Then we take Chinese college students as the research object,and use the structural equation to analyze the data. [Result/conclusion] The perceived knowledge value, perceived convenience value and perceived emotional value have direct influence on satisfaction and behavioral intention, and influence behavioral intention indirectly through satisfaction;the perceived social value could predict none of them.In terms of effect, knowledge value and convenience value are the main factors that affect satisfaction and behavioral intention.

Key words： mobile reading; perceived value; satisfaction; behavioral intention

Cite this article

Zhao Wenjun , Xie Shoumei . The Relationship Among Perceived Value, Satisfaction and Behavioral Intention of College Students' Mobile Reading: Taking the Superstar Mobile Reading APP Platform as an Example[J]. Library and Information Service, 2019 , 63(3) : 98 -107 . DOI: 10.13266/j.issn.0252-3116.2019.03.013

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