Consumer Willingness Research For Virtual Operator Mobile Communication Services

With the development of the mobile Internet,the traditional telecom operators are facing a severe impact.For the demand of the users for the telecommunication services is becoming more and more diversified,virtue operators mobile communication services comes into being.As an important measure for the state to encourage the telecommunications industry to open to private capital,mobile resale business has attract the attention of the whole society in China.Based on background and the theory of technology acceptance model,through the induction and deduction of the previous literature,the paper systematically and deeply explores the factors that affect the consumers’ willingness of using virtue operators mobile communication services.First,through literature research,the paper establishes a model and puts forward hypothesis;Secondly,design,determine and distribute the questionnaire;Thirdly,the data collected from the valid questionnaires are used to test hypothesis using the structural equation model.Finally,by analyzing the relative path coefficients of the relation model,the paper draws a conclusion.Perceives usefulness,perceived ease of use,perceived trust and subjective norm can affect usage intention positively;Perceived price has a significant negative impact on usage intention;Financial risk,functional risk and psychological risk can affect usage intention negatively.At the same time,perceived ease of use and perceived price can positively affect perceived usefulness;Trust propensity and service provider-based trust can significantly affect perceived trust.