A Study On User's Contrinuous Usage Intention On Mobile Internet

With the more and more people using mobile phone or other movable devices to log on to internet, there are more and more literacy about the concept and the consumer behavior about mobile internet. Being different with the other literacy, this paper try to understand what factors can influence the continual usage of the mobile internet.This paper builds a model for continual usage of the mobile internet based on ETC (Expectation Theory Continuance),and four other factors were added besides the ETC, naming Perceived Joyfulness, Perceived Price, Communication after buying and habit respectively. Then 351 copies of questionnaire were collected through Internet and also been analyzed using Structural Equation Model, and several hypothesizes were justified and the influence for each hypothesis was calculated. The model was proved to be good and Perceived Joyfulness and Perceived Price had the biggest influence on the continual usage of mobile internet.In this paper, the work can be divided into four parts.Firstly, A literature review was made for the latest theory in ETC, Perceived Joyfulness, Perceived Price, Communication after buying and Habit.Secondly, a model for continual usage of the mobile internet based on ETC (Expectation Theory Continuance), and four other factors which include Perceived Joyfulness, Perceived Price, after-sell Communication and habit was build for the first time. Thirdly, the model was proved and calculated based on the questionnaire collected through internet.Lastly, marketing strategies were proposed for after-sell communication and consumer habit building.