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论文编号：	6434
作者编号：	2120122670
上传时间：	2014/6/10 14:10:56
中文题目：	大学生群体手机阅读行为意向研究
英文题目：	Research on Mobile reading intention of college students
指导老师：	李培
中文关键字：	手机阅读；行为意向；技术接受模型；网络外部性
英文关键字：	Mobile reading; Behavior intention; TAM; Network externality
中文摘要：	近年来，我国手机网民不断增加，手机阅读的人群日益扩大，手机成为阅读的新终端、新潮流，而大学生群体是手机阅读的主力军。高校图书馆作为大学生群体的主要信息服务机构，应该顺应形势开展手机阅读服务研究，而想要更好地为其提供阅读服务，对大学生群体行为的研究必不可少。本研究聚焦于大学生群体手机阅读行为意向模型的研究，希望能够对促进高校图书馆手机阅读服务的普及和发展有所启迪。　　　本研究基于技术接受模型，动机模型和网络外部性等相关理论，在梳理国内外关于手机阅读研究现状的基础上，从大学生群体的角度出发，提出适用于手机阅读领域的变量，构建手机阅读行为意向模型。此外，使用了定量研究的方法，根据从南开大学和天津大学收集来的数据，对新提出的手机阅读行为意向模型进行验证。　　　本研究的主要研究目的如下：第一是修正和调整手机阅读行为意向模型，使之更加合适大学生群体的情境，建立新的面向大学生群体的手机阅读行为意向模型。同时对大学生群体的人口统计学特征，即性别、年龄、学历和专业，在各个研究变量上是否存在显著差异进行检验；第二是根据验证结果，加之大学生群体对高校手机图书馆态度的分析，为鼓励大学生使用手机阅读服务、促进我国高校手机图书馆的发展普及提供相应的建议。　　　根据问卷调查的结果，我们发现，感知有用性、感知易用性、感知娱乐性、感知货币价值和使用情景都对大学生群体手机阅读行为意向有显著正向影响。在人口统计学特征方面，性别、年龄和学历的差异并不会对大学生群体的手机阅读行为意向产生影响，只有专业在行为意向变量上存在显著差异。我们发现，与理工类专业相比，其他专业的学生更倾向于使用手机阅读。加入了网络外部性这个研究变量的手机阅读行为意向模型可以使我们更细致和清楚地认识大学生手机阅读行为。这些理论上新的认识可以鼓励更多大学生使用手机阅读服务，并为高校手机图书馆如何更好地推广手机阅读服务提供参考。
英文摘要：	In recent years, increasing number of mobile phone users use it to surf the internet and read all kinds of news. Mobile reading becomes the new terminal and trends of reading activities, and college students are the main force of mobile reading. As the information service organization, it is necessary for academic libraries to follow the trend and carry out research on mobile reading service. Therefore, academic libraries need to develop research on mobile reading behavior of college students. This research is focus on mobile reading behavior intention model of college students, and aims to play a part in promoting the popularization and development of mobile reading service of academic libraries. 　　　From the perspective of college students, this research combines relevance theories of Theory of Reasoned Action, Motivation Model and Network Externality to put forward suitable variables in the field of mobile reading, and then builds a mobile reading behavior intention model. Of course, this is based on a systematic review of domestic and overseas research status of mobile reading. In addition, this research uses quantitative method to test the new mobile reading behavior intention model on the basis of the data collected from Nankai University and Tianjin University. 　　　The two main research purposes are listed as follows. Firstly, modify and adjust the mobile reading behavior intention model to make it more suitable for college students. In the meanwhile, test whether the demographic characteristics including gender,age, education background and specialty, have a significant difference at all study variables.Secondly, according the verification results and the analysis of college students’ attitude towards mobile phone library in university, this research will provide corresponding suggestions to encourage college students to accept the service and promote the development of mobile phone library . 　　　The test results show that perceived usefulness, perceived ease of use, perceived playfulness, perceived monetary value and usage scene have significant positive influence on mobile reading behavior intention of college students. In terms of demographic characteristics, gender, age and education background don’t affect mobile reading behavior intention. Only specialty has significant differences on the behavioral intention variables. It is found that compared with the specialty of science and engineering, students of other specialty prefer to use mobile reading. The mobile reading behavior intention model with the new research variable, network externality, can give us a more detail and clear understanding of mobile reading behavior of college students. These new understandings encourage more college students to accept mobile reading service and provide references for academic libraries on how to extend mobile reading service.
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