Understanding Chinese Undergraduates’ Continuance Intention to Use Mobile Book-Reading Apps: An Integrated Model and Empirical Study

Abstract

Abstract Most existing research on usage behaviour of mobile book-reading applications (apps) has focused on exploring users’ initial acceptance; there has been a lack of understanding of the factors that affect user loyalty towards mobile book-reading apps that would reveal Chinese undergraduates’ behaviour patterns in using mobile apps. This study was designed to fill this gap by investigating Chinese undergraduates’ continuance intentions towards mobile book-reading apps. The study employed the expectation-confirmation model and technology acceptance model in conjunction with the perception of experiential value to derive an integrated model, followed by an empirical study to validate the model and better understand usage intention of the users of mobile book-reading apps. Survey data were collected from 390 Chinese undergraduates who had previous experience with mobile book-reading apps. The research model was examined using the SmartPLS 2.0 software. Structural equation modelling was used for hypotheses testing and path analysis was used to present the analytical results. The results of this study suggest that perceived usefulness and satisfaction directly influence continuance intention. User satisfaction plays a crucial intervening role in continuance intention from perceived usefulness, perceived ease of use, and confirmation of users’ expectations. User satisfaction is significantly influenced by expectation confirmation and perceived usefulness, as well as the perceived experiential values. The integrated model in this study successfully establishes the key factors that contribute to continuance intention towards mobile book-reading apps; the model offers a lens for understanding Chinese undergraduates’ apps use behaviour that has practical applications for developing better and more sustainable mobile book-reading apps among this user group.