Based On Tam Videophone Use Will Influence Factors Of Research

The videophone (VP) is a multimedia communication method combinded with a set of image and voice. It is possible for people to communicate with each other by VP as if they are face to face, which means customers are not only hear the voice but also see the dynamic video screen by VP.The way of communication has been charply changed with the rapid development of telephone and multimedia technologies. According to the recent data, most people reply audio-visual ways on obtaining information, in which the voice way accounts for32%-35%, and face to face for51%-62%. It shows the great market potential for VP business.The VP will become a consumption hot spot following the mobile phone. However, the market demand of VP is now obviously insufficient as a result of technical level, industry standard, price level and so on. At present, related researches mainly focus on VP technology, standard, content and business model rather than intention to adopt.This paper attempts to establish the VP-use-intention model based on the technology acceptance model(TAM). The data in this paper are collected through interviews and questionnaires, and we use the ways of item, factor, reliability, and validity analysis for the factors influencing VP use intention. After that, the influence factors were studied by regression analysis. The paper then provides some marketing strategy and means of VP business combined with theoretical and empirical conclusions above.The six chapters consisted of this paper are as follow:the first chapter is description of the research background, literature review and research framework; the second one introduces the technology acceptance model theory; the third one is the interviews and questionnaires on influences of VP use intention; the fourth one is the regression analysis on the influences of VP use intention; the fifth one is the recommendations of VP marketing strategy and means; the sixth one puts forward the conclusion and prospect.