A Study On Mobile Push Information Accep Tance Model Based On The Behavioral Intention

With the rapid development of mobile Internet technology and the popularity of smart phone,cell phone is not just limited to the basic functions such as voice calls and sending or receiving text messages.According to a reliable mobile Internet report,by the end of March 2014,more than sixty percent of the people born after 1985 spend more than three hours a day on surfing mobile Internet.Mobile push information is the new product under this era background.It is common that cell phone Users receive mobile push information from websites,client software,e-mails,etc.However,it seems that cell phone users are not so glad to accept it,especially under the negative influence of spam messages.users' acceptance of mobile push information falling sharply,causes that the mobile push information cannot play its proper commercial value.Therefore,in order to improve the user's acceptance of mobile push information in our country,it is necessary to analyze the influencing factors for users to accept mobile push information.The main purpose of this paper is to find out the main factors a ffecting cell phone users to accept mobile push information and analyze its mechanism.Therefore,this paper,according to the theory of planned behavior and technology acceptance model as the theoretical basis,explore the influence factors of people accepting mobile push information from the perspective of behavioral intention.Users' accept behavioral intention is directly affected by the users' attitude and perceived behavior control,and the influence factors of users' attitude is divided into four aspects,including the characteristics of mobile push information factors,factors based on the technology acceptance model,subjective norms and user license.The characteristics of mobile push information factors include: timeliness,accuracy and interactio n;Based on the technology acceptance model considering factors include perceived usefulness,perceived enjoyment and perceived credibility.And then the research model was founded.This paper also takes the influence of the different user groups into acco unt.This paper made empirical analysis on the uses' acceptance of mobile push information and the influence of different user groups through questionnaire investigation and method of structural equation model.In the process of research,analysis software named SPSS19.0 and AMOS17.0 are used for analyzing and validating data and the model.The results show that the characteristics of mobile push information factors of timeliness and precision,perceived usefulness,perceived interest,sense of credibility,the user permission and subjective norms directly affect the attitude of our users to accept mobile push information.Among them,the factor of perceived interest is the most significant effect on attitude.And the attitude and perceived behavior control directly affect the behavioral intention of users' acceptance of mobile push information.This paper also confirmed that the different user groups focus on different influence factors to mobile push information.Finally,based on the research conclusion,this article put forward some corresponding suggestions and countermeasure on how to develop mobile push marketing activities,how to improve users' acceptance and other issues.