Users' Acceptance Behavior Of Information System Service: A Case Study Of XXML Services Of Tangshan Unicom

Purpose-XXML services of China Unicom, one of the important applications of broadband business, provides a complete set of information technology applications.The purpose of this study is to identify the major factors affecting the information fascination system acceptance in region of Tangshan, and to establish the fundamental information as reference for later development, as well as to elucidate the influence of external variables on willingness to use and behavior of users.Design/methodology/approach-In the study, the clients of XXML services acceptance in region of Tangshan are chosen as the subject of the research. In terms of the unified theory of acceptance and use of technology (UTAUT), the gauge is modified from the perspective of operators and users, and the research is conducted by utilizing structural equation modeling.Findings-(1) During the survey for the acceptance of XXML, the relevance between willingness and frequency of usage is very high, which is consistent with the previous literature, (2) The major factors influencing system acceptance consist of functionality, accessibility and willingness of usage, These previous triple terms sorted in order of influence on using behavior are as follow:willingness of usage, functionality and accessibility; (3) both willingness of usage and behavior of users are substantially controlled by level of education, occupation, experience and so on.Practical implications-Research results can be integrated by telecom operators into such information services as data communications and multimedia communication services, especially the results can provide guidance for such information services such as the XXML services of China Unicom, Integrated Service Platform, Network Navigation, Wide Horizon, and so forth Research limitations/implications-(1) The research model is limited to eight external variables, without including in the control variable factors; (2) The data used to analyse is limited to XXML users in Tangshan area with no consideration of randonly sampling so that representativeness of the sample data may be weak.Originality/value-According to the current state, the UTAUT model is extended by increasing external variables and the empircal verification is conducted for the corresponding model. The results indicate that users' acceptance model of XXML services proposed in the study is reasonable and can be utilized to guide the practical application.