Yang Jinlong, Hu Guangwei, Lu Mingxin
[Purpose/Significance]With the trend of mobile reading panoramic ecology development,there are new theoretical and practical significances in research on the motivation and configuration path of user adoption.[Method/Process]Based on the theory of TAM model,this paper constructed a conceptual model of mobile reading user adoption,closely combining with literature research and new features of mobile reading.Qualitative Comparative Analysis of fuzzy sets and multivalued sets(QCA)were used to analyze asymmetric multiple conjunctural causation among variables.[Result/Conclusion]It was found that:1)Usefulness was the main factor for adoption or rejection,Interaction was the main factor for adoption but secondary factor for rejection;2)Usability,Playfulness,Mobility and Cost were the main factors for rejection but secondary factors for adoption;3)there were two paths to promote adoption:one was good Usefulness,good Usability,good Playfulness,good Mobility and good Interaction,the other was good Usefulness,good Mobility,good Interaction and satisfied Cost;4)To prevent rejection,we should focus on the negative effects of a single factor or a combination of all factors except poor Interaction.