A Study Of External Factors Affecting College Students’ Adoption To Use Mobile Phone In The Perspective Of TAM

To know the mobile software using motivations and behaviors of college students, within the theoretical framework of use and gratification, the paper integrates the motivation as an external variable into a technology acceptance model and modifies the model. The paper analyzes major user factors and external factors affecting college students’ adoption to and use of mobile APP, and gives some suggestion on how to promote mobile software to the college student group.The paper contains seven chapters. Chapter one is an introduction which is an overview on the research’s background, purpose & significance and methods.Chapter two is a literature review on mobile software, including an overview on the running environment of mobile phone (including mobile software’s definition, process of development and a literature review on mobile media), a review on theoretical framework (relevant theories of Paul audience psychology, mobile phone-based using motivation study, theoretical review of "use and gratification", review on technology acceptance model (TAM)).Chapter Three shows the specific research design. It first introduces the questionnaire design, then outlines a mobile phone empirical study on the basis of TAM model, and finally defines model variables after modification through previous literature review and focus group, and sets a measurement scale and research hypothesis.Chapter four discusses statistical analysis results in details and further verifies the hypothesis proposed through the reliability & validity analysis, descriptive statistical analysis, correlation analysis, T-test of mobile software adoption behavior, regression analysis, etc..Chapter five is the conclusion and prospect, summarizing the overall situation of the mobile software using motivations and behaviors of college students, concludes and analyzes the factors affecting college students’ adoption to mobile TV, and gives some suggestion to mobile software developers.Chapter six presents the feasibility and limitations of the research. It discusses the mobile software of college students based on research results. As to the content experience, mobile APP developers should pay more attention to the high-quality operation interface of mobile software, enhance the running stability of mobile software and improve running speed. Software providers should combine the characteristics of mobile phone hardware to develop more stable mobile APP with a friendlier user interface. Self efficacy has a significant correlation with perceived usefulness, even higher than its correlation with perceived ease of use. College students believe that "fulfilling all the tasks efficiently using mobile software" is more important than the ease of use of mobile APP. They are willing and have the ability to spend some time learning new and useful mobile APP to solve their practical problems and fulfill tasks. In a word, software providers should make more market researches, know subdivided demands, develop unique software characteristics and find a new path to attract users by functions.The paper comprehensively reviews the development status of mobile APP, technology acceptance model and relevant researches on mobile software user behaviors. The research conducted a mobile APP service condition survey, made a statistic analysis on results and got some practical and theoretical results. Therefore, commercial promoters should subdivide target users, make audience surveys for different user groups and make more targeted market promotions to realize the rapid development of mobile software market.