Empirical Research On User Adoption Of Mobile Video Services

With the rapid development of information technology, mobile communication technology has transformed from the 1st generation to 3nd generation. Along with telecommunication reorganization and the issuance of 3G, the competition of telecom industry is more and more fierce, and all the telecom carriers are targeting at expanding value added market. As one of the best known value added services of 3G, mobile video service gets more emphasis on advertisement. Will the consumer accept it? What are the factors impacting on adoption of mobile video service? These are important issues for every telecom carrier to be settled urgently.This study focused mainly on what factors making consumers accept mobile video services. The Technology Acceptance Model (TAM) represents an important theoretical contribution toward understanding acceptance behaviors. Based on TAM, Means-end chains model and Network effect, the author extracted 8 factors affecting the Use Attitude or the acceptance of mobile video services, which are Ease of Use, Perceived Usefulness, Value and Express, Perceived Affordable, Social Influence, Consume Habit, Spare time Habit, Perceived Risk, thus a model of factors making consumer accept mobile video services constructed. Then, the author use questionnaire survey which mainly focuses on net communities, structural equation modeling and other methods to make empirical research, test and verify the model and hypothetical proposition, and draws "affective significance and strength of factors impacting on the acceptance of mobile video services.Finally, some suggestions for developing mobile video services are presenting. In this study, both the software SPSS and LISREL are used to calculate some results. The results of this study are significant both in practice and research for further developing mobile value added services of 3G in China.