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摘要近年来，随着科学技术的发展和网络的日益普及，移动阅读由于其相对于传统的纸质阅读有着移动性和碎片化等优势，因此越来越受到用户和研究者的关注。因此，本文从用户对移动阅读采纳的角度出发，探讨哪些因素会对用户的采纳行为产生影响，探索促进用户釆纳的机制与途径，改进和优化用户采纳行为，提高移动阅读的质量,从而推动移动阅读的发展。
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本文以UTAUT模型为基础模型，结合移动阅读的实际特点，提出了适用于本研究的移动阅读用户采纳模型,即MRUAM。并根据新模型，提出社会影响（SI）、努力期望(EE)、绩效期望(PE)、支付价值性(PV)这4个假设。进而设计变量量表与调查问卷，对移动阅读用户进行调查。并利用SPSS17 .0软件和Amos17.0软件对问卷数据和结构模型进行验证修改。25521
结论显示，社会影响（SI）、努力期望(EE)、支付价值性(PV)对用户采纳意愿影响显著，采纳意愿对采纳行为影响显著，而绩效期望对采纳意愿无显著影响。
根据以上结果，提出相应的建议和对策，为移动阅读的发展提供参考意见。
关键词 移动阅读，用户采纳，UTAUT模型
毕业论文外文摘要
Title Moblie Reading User Adoption Behavior Research
Abstract
In recent years, the rapid development of technology and the increasing popularity of the network.Because mobile reading has obvious advantages such as mobility and fragmented to traditional paper reading, so more and more users and researchers pay attention to it . Therefore, the paper mainly uses the method of literature analysis and empirical analysis, from the view of user's adoption of mobile reading.Discuss which factors have an impact on users adoption behavioral,explore the ways to promote the users adoption mechanism and approach, improve and optimize the user adoption behavior and improve the quality of mobile reading, so as to promote the development of mobile reading.
In UTAUT model-based model, combined with the actual characteristics of mobile reading, proposed for use in the present study to read the user adoption of mobile model, namely MRUAM.And according to the new model, proposed 4 hypothesis which include Social Influence,efforts expectation,performance expectations and payments value.Design vector table and questionnaire,mobile reading user survey.And use SPSS17.0 and Amos17.0 analyse the result.
Conclusions show that social influence, efforts expectation, payment of the value of willingness to adopt a significant impact on users, the adoption of a significant effect on the willingness to adopt behaviors, and performance expectations no significant effects on adoption intention.
Based on these results, make recommendations and measures to provide reference for mobile reading development.
Keywords Mobile Reading, User Adoption, UTAUT Model
1 绪论 2
1.1 研究背景 2
1.2 研究意义 2
1.3 研究架构 3
1.4 研究方法 4
1.5 创新点与难点 5
2 文献综述 6
2.1 概念界定 6
2.2 移动阅读国内外研究综述 7
3 用户采纳模型构建与研究假设 11
3.1 用户采纳行为的基础分析 11
3.2 用户采纳模型 12
3.3 用户采纳模型构建 16
3.4 移动阅读用户采纳模型（MRUAM）构建 16
3.5 变量定义与研究假设 17
4 研究设计 20
4.1 问卷结构 20
4.2 问卷变量的测量及衡量指标 20