The Research Of College Students' Acceptance Intention Of 3G Mobile Value-added Services

As the mobile communication technology development and domestic 3G mobile operating licences issued. China has entered into the 3G era. The 3G network can improve mobile transmission rate, offers a variety of service application (including various value-added services).3G mobile value-added services bring more convenient to people'[s life, also become important profit source for mobile operators, and study on the influence factors of consumer adoption to 3G mobile value-added services becomes significance question theoretically and practically.This study focus college students as the research object, college students are one of the groups most easy to accept new things, study of their adopt intention of third generation (3G) mobile value-added services will have important exploratory significance to research of value-added services adoption.This thesis classified and reviewed researches of mobile value-added services adoption, separately the literatures from two aspects:overall research of mobile value-added services and classification study, and analyzes current research. The thesis also studies three important concepts of mobile value-added services appeared repeatedly, mobile commerce, mobile value-added services, the mobile data services, compare and analysis the similarities and differences between the three concepts.On the basis of literature review, this thesis established the research model of college students' adoption to 3G mobile value-added services, integrating technology acceptance model (TAM) and innovation diffusion theory (IDT), use compatibility, personal innovativeness. perceived cost, perceived enjoyment and such variables to build the model and proposes research hypotheses. Use questionnaire method, designed questionnaires suit for college students.This thesis adopts SPSS17.0 to analysis the 295 valid questionnaires and test the model, and puts forward a series of conclusion:integration model of TAM and IDT is effective in the application of China mobile business environment;compatibility, personal innovativeness. perceived cost, perceived enjoyment are key factors influencing consumer usage of third generation (3G) mobile value-added services.