CAJ | 학술논문

近年来,移动阅读服务中用户的持续使用与黏性受到了学界和业界的关注。在分析移动阅读特点的基础上,基于ECM-IT模型和DM模型,构建了新的持续使用意愿研究模型,并通过实证研究,得到了以下结论：一是扩展后的ECM-IT和DM模型适用于移动阅读情境;二是满意度、感知有用性、感知娱乐性等因素对用户持续使用有显著影响;三是移动阅读服务的内容、界面、个性化服务等功能对用户满意度有显著影响,分享、转发、评论等社交化互动服务对用户满意度没有显著影响。
근년래,이동열독복무중용호적지속사용여점성수도료학계화업계적관주。재분석이동열독특점적기출상,기우ECM-IT모형화DM모형,구건료신적지속사용의원연구모형,병통과실증연구,득도료이하결론：일시확전후적ECM-IT화DM모형괄용우이동열독정경;이시만의도、감지유용성、감지오악성등인소대용호지속사용유현저영향;삼시이동열독복무적내용、계면、개성화복무등공능대용호만의도유현저영향,분향、전발、평론등사교화호동복무대용호만의도몰유현저영향。
The rapid development of mobile reading has attracted more and more attention in recent years. Based on characteristics of mobile reading,this article integrated the extensional ECM-IT model and successful DM ISSM model,constructed the continuance intention research model of mobile reading users,then empirically researched these models,and then mainly got the following conclusions： a： the extensional ECM-IT model and the successful DM ISSM model are adapted to the research on continuance intention of mobile reading users; b： satisfaction,perceived usefulness（ utilitarian value）,perceived enjoyment（ hedonic value） and perceived cost level significantly influence users to continuously use mobile reading; c： the content of mobile reading service,interface functions and format design of mobile reading application significantly influence the users＇ satisfaction; social characteristics of mobile reading service,such as sharing,comment and so on,no significantly influence the satisfaction of mobile reading users.