Research On User’s Intention To Use Mobilemicro Video Based On The Relationship Of Social Network

With the acceleration of mobile speed and the arrival of 4G era, people have spent most of their leisure time to the mobile Internet or mobile media. All kinds of video applications have been into the ranks of popular mobile Internet applications. In the field of social networking, video content as a supplement to the text and pictures, becoming an important part of the content of social networking. In the field of TAM empirical research, although there have been a large number of scholars have studied the impact of factors on the user’s willingness to use mobile services, in the characteristics of social network relationship, the factors that affect the intention of using mobile service users are rarely seen. Therefore, the study will explore the impact mechanism of mobile video users’ intention to use in the characteristics of social network, and provide the basis for theoretical research and enterprise management practice in the field of video services.This research is based on the original technology acceptance model(TAM), combining with the characteristics of mobile micro video applications, proposing the model of mobile micro video users’ intention to use on the relationship of social network. Based on the social network environment, the moderating effects of online social networks on the willingness of users to use social networks are analyzed. By adopting the SPSS17.0 and AMOS17.0statistics software, this paper has done the exploratory factor analysis, reliability and validity analysis, correlation analysis, regression analysis, and adjustment effect. Finally, the research model has been verified.The research found that the relationship of social network has a significant moderating effect on the usage intention and perceived usefulness of mobile micro video applications. Information social impact, subjective norm and perceived ease of use have significant positive impact on perceived usefulness. There is a significant positive impact on the relationship among informational social influence, subjective norm, perceived useful, perceived usefulness and willingness to use. Based on above research conclusion, this paper put forward a few of management suggestions for network operators.