A Study On User's Acceptance Behavior On Coloring Ring Back Tone Usage

With the progress of science, consumer goods not only to meet physical needs, but also meet the psychological needs. Now, more and more telecommunication services are provided by telecommunications operators, like CRBT (Coloring Ring Back Tone). But the behavior of consumer lack of effective theory. This paper attempts to analyze the demand from consumers to CRBT business model of the specific consumer behavior acceptable model to telecommunications operators. This paper attempts to find which factors decide this action.This study applies the technology acceptance model (TAM), perceived symbol, perceived risk, reference group and perceived playfulness to predict user's acceptance of mobile data services. The proposed model was empirically evaluated using survey data collected from 287 mobile subscribers. Overall, the results reveal that user perceived the main influence to CRBT. Meanwhile, perceived symbol is the key factor to use CRBT. The implication and the future work of this study are discussed.There are 4 major results in this paper as listed below:(一),Summarizing the authority theoretic and literature in the fields of technology acceptance model (TAM), perceived symbol, perceived risk, reference group and perceived playfulness. It has been found in this paper that the influence of factors are many, it still has been found that perceived symbol meet consumer's symbol demand. Obviously, the demand of this type is distinctly influenced by consumer's demand.(二),The second result of this paper is forming the special CRBT acceptance model based Technology Acceptance Model. This paper joins four other relevant variables in the special CRBT acceptance model, for example perceived symbol. (三),By the means of survey based on questionnaire and data analyzing, this paper has proved that perceived symbol, perceived risk, reference group and perceived playfulness influence the actual of CRBT use.(四),And the marketing plan base on special CRBT acceptance model for perceived symbol-product and perceived risk.