A Study On Undergraduates' Short Message Services Consumption Psychology And Its Influential Factors

As a new thing with 15 years' history, Short Message Service (SMS) consumption not only greatly facilitates people's life, but also creates numerous economic profits. What's the reason of such phenomena? How to lead consumers to form healthier SMS consumption behavior? How do SMS suppliers acquire economic-social profits by SMS consumption psychology? And how do SMS consumption influence people's ordinary life. This paper is based on such SMS consumption status quo and its influence.Based on others' theories and research results, an investigation was carried out to investigate the situation of undergraduates' SMS consumption, and its characteristics were discussed, then SMS psychological factors and social support, loneliness, interaction anxious were analyzed together and undergraduates' psychological reason of SMS consumption and its mechanism were explored. The results were the following:1) Undergraduates' SMS consumption structure and levels are relatively simple, and the main influential factors are price and the unique expression mode. Undergraduates mainly send benedictory short message to the families and friends to increase their relationship, communicate and get information. Generally, SMS fee accounts for less than 50% of phone call fee, and the number of SMS is less than 50 per week.2) There is no significant sex difference on "whether or not use SMS", "number of SMS sent", and " ratio of SMS fee", while family is an important factor influencing SMS adoption and number of SMS sent, except for ratio of SMS fee.3) There is no sex difference on SMS psychology, but different family plays different role on three dimensions of SMS psychology.4) SMS psychology can significantly and directly forecast SMS usage.5) Personality, social factors and individuals' background can forecast SMS consumption psychology.6) Personality, social factors and individuals' background can indirectly influence SMS usage through SMS psychology. Meanwhile two personality dimension—extroversion and obligation can directly forecast SMS usage.