Study Of Consumer Mobile Internet Business Willingness To Use Impact Factors

As a byproduct with mobile communication and internet, Mobile Internet has a great market prospect. Many countries in the world, particularly Japan and Korea, have made a big success in Mobile Internet. Already, Mobile internet enjoys good market basis and market background in China. Also great potential demand in the Mobile Internet service appears among consumers. However, till now, the Mobile Internet market hasn't yet any satisfactory market performance in our country. Service suppliers get to know, technology development alone is not enough to creat the actural market. The mature application compatibled with customers' demand is the only source of output value of this industry. How to promote consumers' intention of using Mobile Internet business becomes the main problem we resolve in the study.Firstly this article gave definition to the concept of Mobile Internet and service type. Then by reading literature and pondering reality, we identified the factors which can influence consumers' intention of using Mobile Internet, such as recognitive factors, personal characteristics, demographic variables and the type of service. According to the interviews, the thesis proposed the research model and hypothesis. By conducting an empirical study, the thesis came up with three main contributions or innovations as follows:Firstly, the thesis demonstrated five recognitive factors: perceived utility, perceived risk, perceived facilitating conditions, perceived price level and social influence, and confirmed that perceived utility could be described by perceived usefulness, perceived ease of use and perceived playfulness, while social influence could be described by subjective norm and image.Secondly, the thesis confirmed the significantly correlation between consumers' attitude towards service and intention of using service. Also there was a universal connection among recognitive factors, attitude and intention.Lastly, the thesis found that consumer's age and occupation, as well as their using type of Mobile Internet service, has strong effects on recognitive factors, attitude and intention.