Purpose: This paper analyzes the factors affecting behavioral intentions of female students in Chengdu, China, to use and purchase mobile reading applications. The conceptual framework proposes the causal relationship among perceived value, satisfaction, service quality, trust, social influence, perceived usefulness, perceived ease of use and behavioral intention. Research design, data, and methodology: In this study, 840 female students were investigated by using judgmental, stratified random, and convenience sampling. The primary data collection tool was a questionnaire. Statistical software was used for data analysis, using confirmatory factor analysis (CFA) and structural equation model (SEM). The validity and reliability test were accounted to verify the data. Results: Perceived value and service quality significantly impact satisfaction towards trust and behavioral intention. Perceived ease of use has a significant impact on perceived usefulness. Furthermore, behavioral intention is significantly impacted by social influence and perceived usefulness but not by perceived ease of use. Conclusion: Software developers should pay attention to consumer needs to be able to attract college students with high-quality content and ensure payment security. To sum up, the findings are helpful for mobile reading developers to enhance the behavioral intention to purchase and use the mobile reading apps in China
