An Empirical Research On User's Intention And Behavior Of Consuming On The Mobile Application Market

As the coming of 3G era, the promotion of intelligent cell phone and the development of 3G business, operation of mobile content become a new profit growth point. In 2008, Apple launched the first mobile application market (MAM) - App Store, which is an open platform for mobile phone application. It attracts hundreds and thousands of developers of applications and users. The number of applications and downloads has created one and another myth in the word of mobile communication.One of Garteners report forcasted that in 2013 the number of download of applications from MAM would reach 21.65 billion, meanwhile the market would be as large as 29.48 billion US dollars.This broad market got the interest of every part of the mobile phone industry chain, including the phone maker, system platform developer, telecom companies and even the producer of mobile phone chip.At home and abroad a large number of MAMs were launched one by one.But no everyone had met their anticipation, and got the money from this market. This is some bug in the operationg of MAM. First is the acceptance and use of the platform.In the past, many scholars studied the mobile commerce business based on the UTAUT model, it did a good job in explaining the acceptance and use behavior. But till now no research of this kind has been done for MAM.So this paper based on the unified the UTAUT model and perceived value theory to build a model for the research on intention and behavior of use MAM, then propose the assumptions.Through questionnaire surveys and empirical analysis with statistical software, we verified the assumptions and came to a final conclusions.There are four dimensions in the UTAUT model, three of them:performance expectation, effort expectation and social influence all have a positiove influence on behavior intention and through it to indirectly influence use behavior. Perceived value, perceived benefit and perceived risk affect the behavior intention greatly. The last one is negative effects. At the same time perceived benefit and perceived risk both affect the behavior intention through the perceived value.Of course the behavior intention affects the use behavior most.Finally, with the experimental results, combined with the specific circumstance of the mobile communication industry, proposals are put forwarded on the marketing and other aspects of the operationg of MAM in order to expand the number of the users.