Research on Mobile Reading Users' Continuance Intention Based on Flow Experience

Users' continuance intention is basic conditions for the development of mobile reading. This paper conducted an empirical research on mobile reading users' continuance intention. The mobile reading users are categorized into four groups: professional users, cultural users, information users and recreational user. Structural equation modeling is employed to empirically identify the factors that influence the four types of mobile reading user's continuance intention. The results show that, mobile users' flow experience significantly influences their continuance intention, while the path coefficients and their significance are different in the four user models.