User Acceptance And Preferences Of Mobile Application

With the coming of Mobile Internet Age, the popularity of smart phones provides a new way to solve the asymmetric information, to eliminate the digital divide and to realize universal service. By touching your mobile screen, you can surf the Internet anytime and anywhere, mobile Internet services has become an important development direction of network service, this is an especially precious opportunity for vulnerable group to reach digital equality, promote social harmony in China. However, the new terminal interaction, using environment and habits changing, make it hard for users to accept the new service.To change from traditional habits to accept the new service of mobile Internet, is not only an idea transformation, but also a process of preference forming and changing. It can be applied to studied, in the perspective from preference. The study of preferences better be investigated in psychological ways, but such investigations are more difficult to implement, and only through depth communication between researchers and subjects to dig out the real thoughts of the subjects to a specific service.To solve the above problems, this paper takes Suning mobile lottery software as a breakthrough point, and takes usability testing, preferences and learning theory as the theoretical foundation. But we find out that high availability cannot entirely decide the user’s attitude. In our further user experiment,41subjects who never bought lottery tickets online experienced Suning Mobile Lottery Application. The data of interviews and questionnaires reveal the importance of software’s ease of use and usefulness for preference forming, as well as the different initial stimulation and individual factors. The research conclusions can provide marketing strategies suggestions for the mobile service providers, and basis for further simulation modeling study.