Empirical Study On User Acceptance Behavior Of Mobile Life Service

With the economic development and the improvement of people’s living standard, the service industry has grown to become China’s largest economic industries. Meanwhile,various applications based on the 4G mobile Internet keep constantly changing and affect the traditional industries greatly. New types of channels and systems of life service emerge and has a huge market demand for its advantages in providing specific information and service. But the process of the transformation from traditional offline to online activities on the mobile service platform, is more than the change of users’ attitudes and habits. It is a learning process and a transformation process. In this paper, we try to reveal the influencing factors and find the paths of users’ acceptance behavior of mobile life service.To solve the problems above, the paper attempts to establish a specific model based on the technology acceptance model and the characteristics of services and mobile information technology by adding consumer innovations, network externality and perceived risk. The paper uses the analysis and verification of the data with the SPSS19.0and AMOS 21.0 software, and the structural equation model is also used to verify the assumptions made in the model. Research results show that:(1) The consumers’ innovation has actively promoted the individual’s acceptance and using mobile life service;(2)Network externality produces positive effects on their will of accepting by affecting users’ perceptive ease of use and usefulness;(3) Perceived risk which consists of time risk,financial risk, performance risk will significantly reduce users’ acceptance and using behaviors on mobile service life. According to the results of the above verification, this paper proposes a model of users’ acceptance behavior on mobile life service. On the basis of the model research, this paper also studies the influence of gender and age on user acceptance behavior by using the T test. The results show that:(1) behaviors of men and women is in line with the model path, but because of the thinking mode, consumer habits and other factors of two sexes are different, their behavior have significant differences.(2)users of different age groups are also consistent with the model path. However, constricted and influenced by their material basis, consumer experience and energy, the influence of perceived ease of use on perceived usefulness and consumer innovation on their intention is not significant in the two groups.Based on the conclusions above, this paper proposes new applications of mobile life service, which can inspire users’ innovation, improve user perceived ease of use, expand the scope of service businesses and cooperative organizations and use the social network to enhance their perceived usefulness and ease of use. Besides, the related company should strictly blame the malicious fraud to reduce the users’ perceived risk; they may also need to strengthen the analysis of behavior data to enhance the accuracy of personalized accurate marketing and achieve the ultimate goal of deepening development mobile service life industry.