Study On The Usage Intention Of Mobile Data Servicrs Based On Hierarchical Liner Modeling

Mobile data services develop rapidly, becoming a new profit growth point of telecom market. Telecom operators promote mobile data services, but if consumers is willing to use mobile data services is the important reason for restricting the size of its market. Therefore, it is a very worth exploring problems:explore the important factors that affect affect the usage intention of mobile data services as well as the relationship between them.Mobile data services have their own characteristics. At the same time, understanding the influences factors of customers’ usage intention on mobile data services should combine with feature of consumers’ cultural characters.Based on previous researches about usage intention of mobile data services, we found that usage intention of mobile data services will be affected by two aspects:one is the mobile data services’ usefulness, entertainment and so on, the other one is influence of the users’ personal differences. Therefore, this research by building hierarchical liner modeling of mobile data services usage intention and empirical research, discuss how mobile data services level and personal level factors affect consumers’ usage intention. The research content mainly includes:(1) To explore the important variables that will affect usage intention of mobile data services;(2) to reveal if the different types of self-construal will affect usage intention of mobile data service. In the empirical research part, this article by questionnaires to collect data and finally there were206effective questionnaires (a total of234). In data analysis part, using the SPSS17.0and HLM5.04software to realize the further analysis, including reliability analysis, Hierarchical Liner Modeling analysis and so on. The conclusions of this study are as below:(1) Mobile data services level factors, including the perceived usefulness, perceived ease of use, perceived enjoyment and perceived convenience, are important factors that affect consumers’ usage intention of mobile data services.(2) Self-construal significantly affects consumers’ usage intention of mobile data services.(3) Self-construal isn’t a moderator between mobile data services acceptance and Mobile data services level factors.Based on the above conclusions, this research put forward Suggestions on the mobile data business promotion of marketing management at last.