Research On The Behavioral Intention Of Mobile Internet User

With the development of technology and increasing demand for mobility, Mobile Internet came into being. In the early stage of Mobile Internet development, the scholars were focused on the impact of adoption behavior. With the scale of Mobile Internet users continues to expand, particularly the users who are free to try some Mobile Internet business are more and more, scholars began to give attention to the continued use of Mobile Internet. Understanding the impact of the key factors in the continued use of intentions, hinder the movement of Internet users continued use of reasons, and then take effective marketing promotion strategy to promote mobile Internet users continued use of acts, it is important to mobile Internet industry chain parties.In this paper, on the basis of reviewing the theory of continued use, combining with theory of customer perceived value, customer satisfaction and social cognitive, integrating theoretical model of ECT and TPB, construct theoretical model of continued use intention of Mobile Internet. The m- odel focuses on the various dimensions of perceived value and influence of satisfaction, subjective norms, and self-efficacy on the behavioral intention. In this study, questionnaire survey to collect relevant data, and data analysis methods using SPSS17.0 of scale reliability and validity analysis, the use of methods of structural equation model, empirical analysis, it reached the following conclusion:(1) The integrating theoretical model of ECT and TPB is good. Satisfaction, self-efficacy are key factors to the continued use of Mobile Internet users in the intention, the influence of subjective norm is not significant.(2) Perceived value of Mobile Internet users are six main areas: perceived service quality, perceived price level, perceived risk, perceived usefulness, perceived entertainment and perceived self-realization.(3) The dimensions of Perceived value are not only directly affect behavior intention, but also indirectly effect it through consumer satisfaction.(4) In the discussed factors, the perceived service quality is the most significant factor, and it followed by perceived entertainment, satisfaction, perceived risk, perceived self-realization, perceived usefulness, perceived price level and self-efficacy.