Analysis Of Factors Influencing The Intention To Use To Send Message By Mobile Internet

China Internet network information center(CNNIC)38 times China Internet development statistics report shows that China's Internet penetration rate of 51.70%,scale of mobile Internet users reached 656 million.The advent of the era of big data as well as the mobile Internet will bring about the great renovation of the enterprise marketing.In the medium of mobile intelligent terminal,the effect of convey the information of enterprise marketing,customer relationship management and other aspects have been causing concerns in the academic circles and enterprises.The will of using is the key link in the process of consumer behavior decision-making,as well as a focus of scientific research.We studied the willing of users for mobile internet notification and build up the research model.At present at home and abroad for the use of the wishes of the study is more mature,with the emergence of new things for the use of the study is also constantly updated.China's research on the use of mobile Internet is aimed at using a specific application or function,the research design is based on a mature theoretical model to directly verify the relationship between the former variables and the willingness to use.There are 2 ways for enterprises through the mobile Internet to interact with the user,one is the user active use,another is the enterprise to the user delivery.This paper studies the willingness of users to accept mobile Internet push messages,and is rarely involved in our country.After reading the willingness to use,consumer consumption decision-making mode,information quality and other related literature,we will consumer behavior decision-making model and dual-path model to study the user's willingness to use.We believe that the change in attitude towards push messages is influenced by the central path(perceived information quality)and the edge path(community impact).We also discuss the role of mediating variables in the process of receiving users from receiving to push messages to the use of intentions,which are rarely involved in previous studies on the use of willingness.In addition,we compared the different gender groups face different use will on push message.We collected 249 valid questionnaires and processed the data,the conclusion is as follows:?.The results show that perceived usefulness,perceived ease of use and community influence positively affect usage intention of mobile intelligent terminal applications notification,in which the customer delivered value plays a mediating role in it.?.The influence of the community has a significant positive impact on the user's willingness to push the message.This relationship is direct and the customer's transfer value plays a mediating role in the relationship.?.For the quality of information,the correlation between the perceived ease of use and the total cost of the female is significantly higher than that of the male group,and the positive correlation between the perceived ease of use and the willingness to use is higher than that of the male group.On this basis,this paper gives the enterprises in the use of mobile Internet marketing activities related to the recommendations and inspiration.