Abstract

With the popularization of mobile Internet and smart terminals, mobile reading with diversity and mobility has become a hot issue in the industry and academia. This article comes up with a hypothetical model of mobile reading user acceptance behavior based on the technology acceptance model and unified theory of acceptance and use of technology and conducts an analysis of the reliability and validity of questionnaire data. Based on this, the model fitness is analyzed as well as the path hypotheses testing. We find that user-perceived ease of use greatly influences perceived usefulness, and user attitude and behavioral intention are significantly impacted by perceived usefulness. The impact of social influence on user attitude toward using mobile reading is significant, but the influence of perceived payment is not obvious. The moderating effect of living habit is not obvious because the absolute value of the critical ratio is under 2.58 with a significance level of 0.01.