A Study On User’s Acceptance Behavior Of Context-Awareness Service Model

Currently, the mobile business market is developing rapidly and becoming more and more competitive. As a new service model, context-aware service has become the focus of mobile operators and service providers because of its huge market potential and bright prospects of development.Generally speaking, a simple context-aware service might be described as two procedures:perceiving context and using context. The Context-ware system captures a user’s context and analyzes it. Then personalized services are able to be provided to the users according to the user’s demands.However, most of researches on context-aware service are focusing upon technical level. Meanwhile, for the context-aware service, the researching on users’consuming behaviors is still undergoing. Therefore, our research starts with the analysis of the characteristics of context-aware service. Moreover, we conduct a thorough analysis of the consumers’psychology and buying behaviors. Then A new context-aware service acceptance model, which is based on the UTAUT model, are proposed for further researching and practical usage.The researching methodology that has been applied in this paper can be described as followings:the first step is reviewing previous researching results. Through literature review, some optimization and innovation for existing context-aware models are specified. Based on the analysis, a new context-ware model is constructed.. In order to validating the context-ware model, a questionnaire is designed to collect and analyze data which is related to the model usage. From the investigation, we also derived some factors that influence users’ acceptance regarding the context-aware service. The last part of this dissertation indicates some marking suggestions for the context-aware service.