[目的/意义]移动阅读成为国民阅读的新趋势，而用户付费阅读的意愿普遍不高，为了移动阅读产业的长远健康发展，提高用户付费意愿，研究影响用户付费意愿的因素非常必要。[方法/过程] 基于用户价值接受模型理论，借鉴沉浸理论、感知信任理论和感知风险理论，结合移动阅读的特点，加入社会影响变量和用户版权意识变量，利用问卷调查的方式了解用户移动阅读的付费意愿并分析所收集的数据，找出影响移动阅读用户付费的主要影响因素。[结果/结论] 感知趣味性、感知有用性对感知价值均有正向影响，感知成本对感知价值会产生负向影响，从而影响用户的付费意愿。感知价值是影响用户付费意愿的主要因素，感知有用性、感知风险、社会影响、版权意识均对用户移动阅读的付费意愿产生直接影响。

[Purpose/significance] Mobile reading has become a new trend of national reading, while the willingness of users to pay for reading is generally not high. In order to promote the long-term healthy development of the mobile reading industry and improve users' willingness to pay, it is necessary to study the factors that affect users' willingness to pay. [Method/process] Based on the theory of VAM, this paper drew lessons from flow theory, perceived trust theory and perceived risk theory, combined with the characteristics of mobile reading, added social impact variables and user copyright awareness variables, then this paper used questionnaire survey to understand users' willingness to pay for mobile reading, and the collected data were analyzed to find out the main factors that influence the mobile reading users' payment.[Result/conclusion] The research conclusions of this paper are as follows: perceived interest and perceived usefulness have a positive impact on perceived value, while perceived cost has a negative impact on perceived value, thus influencing users' willingness to pay. Perceived value is the main factor influencing users' willingness to pay, and perceived usefulness, perceived risk, social influence and copyright awareness all have a direct impact on users' willingness to pay for mobile reading.