Empirical Study On Customers' Use Intention Of Value-added Mobile Internet Service

With the development of mobile communication technology, we have entered into 3G era. In 2008, under the auspices of the Ministry of Industry and Information, mergers and reorganization were happened in the mobile communication industry. After the mergers, there remains three companies, china mobile, china telecom and china unicom. Then the Ministry of Industry and Information issued them a full-service qualification. The competition among enterprises is expected to become more intense. With the stagnation of the voice communication service and the improvement of users'needs, value-added services will become the highly competitive positions. Mobile Internet is not only a new value-added service and also the technology base of a number of other value-added services, so the promotion of its application is concerned by the operator as well as scholars.This study analyzes the factors that impact consumers'use intention of value-added mobile Internet services and build a conceptual model based on the reviewing of previous research. The direct theoretical grounds of this study are theory of reasoned action and technology acceptance model and we also referred to the researches about mobile value-added services. In addition to the theories we have added "amusing" and "perceived personality" according to the characteristic and application environment of mobile internet. And we have revised the measurement scales of all variables according to the mobile internet. We issued questionnaires to consumers under the support of the mobile operators. Then we used the research data testing the measurement scales and the theoretical model with empirical approach. The results show that attitudes and subjective norms have a significant impact on the use intention of consumers and attitude plays a much greater degree of impact. And variables of perceived usefulness, perceived ease of use, amusing and perceived personality have impact on attitude, perceived ease of use and amusing playing greater impact degree.Implications of the research are mainly reflected in two aspects. First, we designed the conceptual model based on the theory of reasoned action and technology acceptance model, expanding the application of the theories and complementing the empirical research on mobile internet. Second, the conclusion provides a theoretical support for mobile operators to promote mobile internet services.