Perceived TAM And VAM-Based Adoption Of APP By Smartphone Users——an Empirical Investigation

With the rapid development of mobile technology as well as China’s mobile Internet users increasingly expanding, application(APP) of Smartphone exhibit a broad market prospect. Traditional theoretical models for the mobile Internet information technology have some explanatory power, but the particularity of APP makes the explanatory power of a single model weak. While developers how to develop a widely welcomed by the users and get the user stickiness, which requires in-depth research on the adoption behavior of Smartphone users use the APP.First, this paper analyzes the development status and prospects of the Smartphone APP, and establishes research topics. On the basis the paper analyzes relevant theory about acceptance of users. By combing TAM model studies found that due to the role and purpose of Smartphone users have undergone a fundamental conversion in the mobile Internet conditions, so based on the traditional one-dimensional perspective of technology research has been unable to be in line with the research about acceptance and use of APP. While the binary research system combining technology acceptance perspective and the perspective of the user perceived value is needed.Secondly, this paper against APP characteristics, based on TAM model combines perceived value theory, and integrates into the network externality, perceived entertainment, interactive and other variables, building the impact factor mode of Smartphone APP using willingness. According the model, the paper defines variable, designs the questionnaire, and analyzes questionnaire data analysis. The results confirm the hypothesis proposed, on the theory fills a certain degree of vacancies.Finally, this study combines research findings and relevant market research, proposes development strategy which based on the willingness model of smartphone APP customers. Analysis illustrates the willingness of customers to use, try to make segmentation and positioning of customer, combines with different types of customers to determine the different customer development programs.