A Study of Consumers' Continuance Intention to Use Paid Digital Reading Products

In China, a growing number of digital reading products and services are provided to people in recent years. With the fierce competitions in paid digital reading market, it is important to seize customers and improve their stickiness. In order to explore the factors affecting consumers' continuance usage intention in digital reading, a hybrid ECM-DM model is presented in this paper, considering expectation confirmation, satisfaction, continuance usage intention and other variables. Among these variables, social influence is the main factor that we wonder to explore its impact to the consumer' continuance usage. Results of questionnaires show that our model is valid and social influence has a positive impact on consumers' continuance usage intention.