关键词: 享乐型信息系统, 技术接受模型, 行为模型, 影响因素

Abstract: Based on the framework of Technology Acceptance Model (TAM), this paper built the users' acceptance behaviour theoretical model of hedonic information system by theory analysis and adding new variables, in order to reveal the users' acceptance behaviour rules of mobile reading. This paper collected data by questionaire, analyzed data, tested hypothesis and modified model with SPSS and AMOS. Results reveal that electronic service quality has positive relationship with perceived usefulness and perceived ease of use, which makes up the defect that TAMs do not pay enough attention to the external factors; users' flow experience has positive relationship with attitude and intention, which breaking through TAM's rational behaviour premise. It expands TAM by introducing the emotional variables that reflect users' emotion on hedonic information system.

Key words: hedonic information system, Technology Acceptance Model （TAM）, behavior model, influential factor