A Study On User's Acceptance Behavior On Mobile Search Applications

The convergence of Internet and mobile communications industry, and the booming of 3G greatly promoted the development of mobile Internet. As combination of extension of the Internet search engine, and development of mobile Internet, mobile search in its convenience, mobility, personalized can really meet the people's information search for anywhere and anytime. The popularity of mobile terminal also the t provides a rich resource of potential users to the expansion of mobile search market.As an emerging information technology, mobile research have not yet been widespread cognizes and accepted by consumers, and lack the research on its consumer acceptance behavior.This paper seeks to analyze factors affecting user acceptance of mobile search and put forward effective useful reference on marketing and promotion.In such background, this paper is based on UTAUT model, and combined with the "path dependency", "perceived risks", "perceived costs" and "personal creativity" to build up the "Mobile Search Acceptance Model". Then, this model is empirically by 308 valid questionnaires with reliability and validity and come to the conclusion which reveals the direct and indirect effect of all the factors involved in this model to consumer behavior. The factors were ranked by the effect to the consumer behavior as follows:behavioral intention, performance expectancy, effort expectancy, perceived costs, path dependence, individual innovation, and facilitating conditions, perceived risk, and social influence.