An Empirical Research On Acceptance Of Context-Awareness Service Model

There is a great prosperous development of mobile commerce market. But it has focused on the static field now, it can’t respond to users’needs at any time. That is context awareness service, an emerging type of mobile commerce. Therefore, a study on context awareness service acceptance has been a new research topic.In this paper, we analyze the effect of performance expectancy, effort expectancy and social influence and behavioral intention based on UTAUT. Also we elaborate characteristics of context awareness service. Linked up with the characteristics, we build Acceptance of Context Awareness Service Model, which increase two new variables, context and perceived cost.The questionnaire survey is adopted and 296 effective samples have been collected. The research hypotheses are mostly supported and confirmed by the results of the stasistical analysis. The results of this empirical research indicate that the most important factors of positively affecting behavioral intention are social influence, context, effort expectancy and performance expectancy. At the same time, we find performance expectancy and effort expectancy play an intermediary role in this model. And the hypothesis of gender’s regulatory effect has been supported and confirmed.Finally, this paper has given some advice, such as pay attention to reputation effect, improve personalized service’s accuracy, perceive ease of use and perceived usefulness.