Research On Social Mobile Phone APPs User Behavior

With the rapid development of mobile Internet, drive the development of smart phones. App store popular trend, make the smartphone to cater to the fast pace of life today; Cell phone close-fitting and functional, allows the user to the dependence of reinforcement; Pre-installed on phone APP software applications and users in the use of mobile phones to download new APP, meet the needs of the user all-sides, rapid development while making mobile phone APP.How to apply the phone APP software more in line with the user requirements of different ethnic groups, enhance the user to APP viscous, keep the phone APP market competition is the research emphasis in this paper. Based on technology acceptance model(TAM) in the field of science and technology innovation, innovation diffusion theory(IDT) in the field of communication, at the same time combined with satisfied theory make up a complete description of users to adopt new technology process of. To expand the TAM model as the core of architecture, by studying the influence users to use a mobile phone APP intention of subjective and objective factors, internal and external factors, the IDT, VAM model and related factors in the theory as the basis, using the theory of use and meet as TAM propulsion and individual psychological course of make up. From the macro social level, the outline of the new technology using micro individual level of overlap.Through market research, questionnaire, stratified sampling method to collect data samples, using SPSS analysis software for data statistics, factor analysis; Using AMOS model factor quantification, a path model for the construction of the model for empirical research. The research results show that from the perspective of the external environment, network externalities, software design characteristics, the perception of social mobility like mobile APP has significant positive influence perceived ease of use, the path coefficient were 0.226, 0.235, 0.458, of which the influence degree of the sense of mobility; From the point of view of information technology, perceived ease of use and perceived usefulness is significant impact on social class mobile phone APP use intention, the path coefficient of 0.554 and 0.554, fully verified the Davis model of the two core; From the perspective of social psychology, compatibility, perceived entertainment, perceived price affects the social class mobile phone APP use intention, and perceived risk assumption don’t refuse; From the perspective of consumer psychology, USES and positive influence on practical use, the actual use of positive influence on customer satisfaction at the same time, the path coefficient of 1.096 and 1.096.Then, according to survey data, based on different gender, age, various factors affecting social mobile APP customer development strategy; From the perspective of interpersonal spread is put forward based on the preference of customer development strategy; Based on the developer point of view put forward product positioning, quality, research and development, the promotion strategy, precision marketing. The development of the mobile phone APP, for the future provide a solid theoretical basis.