Study On Consumer's Acceptance Behavior On Multimedia Messaging Service

With the continuing development of Internet technology and mobile communicational technology, mobile Internet service providers (SP) have been increasingly engaged in fierce competition. Multimedia Messaging Service (MMS) services are launched, the SP caused great concerned.With the fast-growing number of mobile phone users and the constant renewal of the terminal Mobile, with SMS messages of the maturity business development model, MMS services will welcome a huge market for value-added business prospects. However, MMS services have fallen far short of expectations by the data of 2003-2006.Therefore , researching on the factors which affect consumer will and the aciton appears to be the most urgent affair.This study focuses mainly on which factor making Chinese consumers accepting MMS. This thesis aims to probe into consumers' adoption intentions of MMS. After reading and analyzing a large amount of relevant literature, the author attempts to discuss and explore those influential factors and the extent to which consumers are affected by introducing Technology Acceptance Model(TAM)and by integrating the Theory of Reasoned Action(TRA) , Theory of Planned Behavior(TPB), Innovation Diffusion Theory, and Perceived Risk to seek for a new model. Then, through Empirical Analysis in Tainan in Shandong Province, this model is improved by structure equation model (SEM) and method. From the improved model, some main factors, which affect consumers to adopt MMS, and influence coefficients among them are obtained.Sequently, an index system for evaluating is built from the derived factors. Choosing the factors uniformed as weight and using fuzzy evaluating method, and comparing MMS applications from the view of consumers, some MMS applications are suitable for Chinese users to be proposed. Finally, some suggestion for developing MMS together with some methods for reducing consumer's perceived risk and promoting consumers' trusts are presented. In this study, both the software SPSS and ISREL8.7 (full version) are used to calculate some results.The results of this study are significant to both practice and research for further developing MMS in China.