Correlation analysis between users' educational level and mobile reading behavior
| Published date | 06 September 2011 |
| Pages | 424-435 |
| DOI | https://doi.org/10.1108/07378831111174396 |
| Date | 06 September 2011 |
| Author | Liyi Zhang,Wei Ma |
| Subject Matter | Information & knowledge management,Library & information science |
Correlation analysis between
users’ educational level and
mobile reading behavior
Liyi Zhang
Center for Studies of Information Resources, Wuhan University,
Wuhan, China, and
Wei Ma
School of Information Management, Wuhan University,
Wuhan, China
Abstract
Purpose – This paper aims to investigate the use of mobile reading among Chinese college students
and to provide a statistical analysis of correlation between the users’ educational level and their mobile
reading behavior. The result can be used as a reference for the differentiated marketing of the mobile
reading service provider.
Design/methodology/approach – The paper is based on an online questionnaire oriented to
Chinese college students, including undergraduate and graduate students. The questionnaire includes
questions related to the profiles and mobile reading behaviors of the respondents. The survey lasted
from 15 April to 15 June 2010 and 479 responses were received.
Findings – Mobile reading is in its early stages of development and has huge market potential in
China. The pay-reading service only makes up a small, slowly growing share. Well educated users are
more inclined to pay for academic papers while other users prefer online literature. In general, mobile
reading services have yet to become more and more popular by improving user segmentation,
expanding the scope of service and conducting precise price marketing in China.
Practical implications – This study can help mobile reading service providers to gather
information on user behavior and launch better mobile reading services.
Originality/value – The paper is one of the first to investigate the market of mobile reading in
China. The paper provides suggestions for further improvement of the mobile reading service and help
service providers better understand users’ demands. Also it may provide some useful information for
further research in mobile reading.
Keywords Electronic books,Mobile reading, User behaviour, Educationallevel, China, Students,
User interfaces,Consumer behaviour, Levels ofeducation
Paper type Case study
1. Introduction
An electronic book (also e-book, ebook or digital book) is a text and image-based
publication in digital form produced on, published by, and readable on an electronic
digital device. According to a market report jointly released by China Boo k Business
Report and Du8.com (an online reading website), the pay-reading market in China
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0737-8831.htm
This paper is supported by the New Century Educational Talents Plan of Chinese Education
Ministry (NO: NCET-08-0427).
LHT
29,3
424
Received February 2011
Revised March 2011
Accepted March 2011
Library Hi Tech
Vol. 29 No. 3, 2011
pp. 424-435
qEmerald Group Publishing Limited
0737-8831
DOI 10.1108/07378831111174396
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