A Study On User’s Acctptance Behavior To 4G Business Applications Based On UTAUT Model

4G is the fourth generation mobile communication technology,which has the characteristics of high degree of intelligence, fast transmission speed, diversified communication. It can provide more rapid, immediate and full range communication service for users relying on 4G smartphone terminal. And it has extensive developments in terminal and content production and application performance.4G licenses issued in December 2013, which means that the process of commercial 4G began.and it comes to 4G era. How to get the acceptance of users and which factors have influences on users has been the key points that operators concerns.This paper is a a study on user’s acceptance behavior to 4G business applications. It uses UTAUT model and the theories of "perceived risk", "perceived cost", "perceived enjoyment" to build a new model to analyze the direct and indirect factors influencing the acceptance of 4G. The study makes empirical research through questionnaires and uses AMOS20.0 and SPSS20.0 to explore the factors that drive consumers to use 4G. The study found that effort expectancy has the biggest influence on users’ intention of 4G, followed by social influence, performance expectancy, perceived enjoyment. And there are the positive correlation between effort expectancy and perceived enjoyment. Besides, there are positive correlation between convenient conditions,use intention and use behavior. At last,this paper brings up enterprise’s marketing enlightenment and limitations of the study based on the results of the study.