User’s Adoption Behavior Of Application Software Platform

With the development of the network economy, the platform business model has become a very popular trend. In simple terms, a platform business model is a platform which provides two or more than two groups a place that all parties can trade in it. Application software download platform is the most representative platform business model, and the App Store and android market are very successful examples. These platforms not only have the huge users, but also single application can get great attention and downloads. But not every platform can achieve the success of these two platforms. Many scholars are committed to research how to successfully promote platform business model, and how to attract the users to select a platform when download an application.Chen Weiru et al study the platform business model in their book "platform strategy":(1) No matter how complex platform business model can be simplified as bilateral model, (2) the key of platform business model success is whether the platform can create the network effect, (3) the network effect can be divided into same-side network effect and cross-side network effects. This study uses two core concepts in the technology acceptance model —— perceived usefulness and behavioral intention, and based on the viewpoint of network effects, respectively study the influence of user adoption behavior from the same-side network effects and the cross-side network effect, forming the main research model.After the exploratory analysis of the network effect, we get platform user number, the App user number and the number of App. We use smartPLS on the inspection of the hypothesis, and we concluded:(1)In same-side network effects, the number of users and App users have significant impact on the user’s perceived usefulness; (2) In the cross-side network effects, the number of App has no significant relationship with perceived usefulness; (3) the user perceived usefulness directly affects the user’s behavioral intention, and perceived usefulness significantly intermediate the relationship between platform number of users, the App users and the behavioral intention;(4) the App type moderator the relationship between the number of App and the behavioral intention.