An Empirical Study on Influence Factors of Continual Use Behaviors of Mobile Newspaper Service

Chooses mobile newspaper service as the research object,studied the influence factors of users' continual use behaviors of mobile newspaper service based on expectation confirmation model(ECM).Research model consists of seven constructs including confirmation,information quality,perceived timeliness,perceived usefulness,perceived cost,satisfaction and continual use intention,presented nine hypotheses totally.Data analysis first tested the reliability and validity of the sample data and conducted the exploratory factor analysis(EFA),then conducted the confirmatory factor analysis(CFA) and integration model analysis.The result demonstrated well goodness-of-fit index between research model and sample data,and also supported the hypotheses well.Empirical result discussed in the end.