Abstract
This research studied the continuous use intention of mobile reading users. The current study used the stimulus-organism-response model as a basis to build a causal model of mobile readers' continuous intention to use it. A questionnaire survey was conducted involving 327 users to obtain the current research data. Structural equation modeling was used to empirically test the relationship amongst variables in the conceptual model. Results are as follows. Perceived pleasure, perceived service, immersion, and perceived sociality had a significant positive effect on intention for continuous use. Particularly, perceived pleasure had a significant positive effect on immersion and perceived service. Perceived usefulness and perceptual interest had significant positive effects on perceived pleasure. Perceived sociality had a regulating effect on the relationship between perceived pleasure and intention for continuous use. Lastly, perceived sociality had a regulating effect on the relationship between immersion and intention for continuous use.
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