A Study On The Influencing Factors Of Consumer Information Adoption Behavior In Mobile Internet

APP applications provide a new model of service to mobile users. This service model is changing consumers’ life, providing great business opportunity. As the APP market become maturity, the margin cost of making APP turn lower than before, more and more firms participate in this market, numerous APP available in application list. Within the constrain of limited time and attention, customer can only chose one or several to use. Therefore, studying customers behavior involved in APP usage is the urgent need of company. And it can expand the boundary of information system research. This paper sort out nearly 200 papers of adoption research in china, summarize the research status, and based on this explore new perspective; propose a analytical framework in value vision.Based on perceived value theory, this paper explored the influence of perceived value on information adoption intension among the information, entertainment and online shopping service users. Related works as follow:(1)This paper make a classification of the adoption research into the expand research of classical model and new perspective,first adoption and continuance usage etc, and sum up the variables relationships in total, provide a clearly review of adoption research in china.(2)Based on value theory, combine the variables relationships of adoption research, analysis the inner of perceived value, construct the impact model in value perspective. It empirical explored that convenience value, social value and emotional value have respectively significant impact on information adoption intention in different samples of 682 APP users. And make a model comparison to finding the difference in value evaluation among different customer groups.(3)this paper explored the satisfaction’s role in value evaluation process which is frequently tested in adoption research. Using multiple regression analysis and SEM methods, it present different mediator effect among different samples, which is a important feedback factor on the next adoption decision.(4) This research also introduce switching cost which has recognition attribute based on use experience it act as constrain variable during value evaluation process. From the empirical test, it has a significant effect on value evaluation variables. In other words, the accumulated use experience is a vital constrain part in the process. As a result, we elaborate switching cost has abundant meaning in its impact process.This research proved the value evaluation is a dynamic process, it is limited by the constrain effect of switching cost, and influenced by satisfaction’s feedback, which means the process isn’t independent, it dependents the benefit-cost balance come from use experience. In addition, this research perform a model comparison in different sample, finding the process differ when use situation changes, therefore, to establish a universal model is difficult which means if you want establish a fitting model, choose a specific use condition is necessary for its changeable. At last, marketing managers should recognize the process by subdividing the customer groups and make marketing strategy more targeted.