Under The Different Lifestyles Of Involvement And Perceived Risk On Intention To Use Impact Studies

As a strategy of Chinese mobile agents to add revenues and improve brand image, the value-added service has been playing an important role in people's life. And the percentage of mobile value-added services in whole revenues of Chinese mobile operators is constantly enlarging. The coloring ring back tone, as the main value-added service provided by Chinese mobile operators, is showing its huge power and potential for the development of mobile commerce. The consumers' intention towards CRBT will directly influence their purchasing behavior. Therefore, the study of consumers' intention towards CRBT will prove useful for mobile agents to make marketing strategies.On the basis of literature review, we find that studies and articles of concentrating on the mobile value-added services from the consumer perception are limited, and studies about CRBT are even more limited. This paper,based on previous researches on consumer intentions, provides an integration of involvement and risk perception on CRBT, trying to find out the relations of involvement and risk perception with consumer intention; The paper also do research on antecedents of involvement; Additionally, it also carries out an classifying research on the influence of lifestyle on the involvement, risk perception, intention and the interactions among them.This research adopts both nominal analysis and empirical analysis to conduct research. With the goal of solving the above problems, this paper puts forward the hypotheses and carries out investigations on more than 400 mobile phone users in several cities in China. In the data analysis, the author adopts the software of AMOS 5.0 and SPSS 11.5 to do factor analysis, reliability analysis, CFA, cluster analysis, ANOVA, bivariate correlations analysis, linear regression analysis.On the basis of data analysis, the paper tests the hypotheses and draws out some meaningful conclusions. Concerning the conclusions which are drawn by this research, the paper offers reasonable explanations. The main conclusion is showed as follows:1.The three involvement antecedents: product knowledge, social visibility and entertainment have positive effect on the level of consumers' involvement;2.Consumers' involvement level has positive effect on the consumers' purchasing intention towards CRBT;3.Consumers' risk perceptions have negative effect on the consumers' purchasing intention towards CRBT; And, the effects of financial risk, social risk and time risk are significant, while effects of performance risk and psychologic risk are not significant;4.Consumers' lifestyle does have influence on the involvement, risk perception, intention and the interactions among them.Based upon these conclusions, this paper also puts forward some insights and suggestions which are valuable to refer for mobile agents, trying to provide a sound theoretical and practical foundation for further development of Chinese mobile commerce.