User's Acceptance Behavior Of Mobile Internet

Mobile Internet service is an Internet-based mobile wireless value-added service provided by mobile operators and SPs, users can access to share a variety of applications anytime and anywhere with mobile phone. However, which factors affect user's acceptance of mobile internet services? Can or cannot give a good answer to this question will directly related to the design quality of mobile internet services. The traditional behavioral intention model such as TAM provides a basic framework for explaining factors that affect the users'acceptance behavior. Some other TAM-based theories, for example, UTAUT model, also try to explain users'acceptance behavior in different application areas. In UTAUT model, such factors as suitability, subjective norms, compatibility and so forth are added into TAM model and it could explain the users'acceptance behavior of technologies well.Especially, this study applies UTAUT model to mobile internet service and discusses influence factors of it. Based on the feature, the paper proposes an extending UTAUT model which integrates four factors including perceived risk, perceived playfulness, network quality and perceived cost. This paper collects 270 questionnaires and uses Structural Equation Modeling methodology to reveals the validity of the model. The analysis results indicate that performance expectancy, effort expectancy, perceived playfulness, facilitating conditions, perceived risk, network quality and perceived cost have the significantly positive influence on the behavioral intention to use. Among them, performance expectancy is the most significant influence factor. But social influence has no significant influence on the behavioral intention to use.Based on the above conclusions, this research discusses some key aspects of providing mobile internet services by mobile operators and SPs, such as mobile internet service should be designed to extend the coverage of the content, combine the service with user's work and life, enhance playfulness and reduce complexity of use, et al.