The Research Of College Students' Consumption Of Mobile Network Radio

With the the emergence of smart-phone and development of mobile internet and digital technology,on the one hand,both the form and content of mass cultural consumption are becoming more and more abundant;on the other hand,its channel is also diversified.Meanwhile,the pace of digitization and mobilization is accelerating as well.All of these have made it possible for the development of online cultural consumption.Mobile internet has contributed to the development of mobile radio applications,which either act as intermediary service platform or as the content producer,providing consumers diverse cultural products and services.Furthermore,college students,college students as the main force and cultural pioneer of internet even in the mobile internet era,online cultural consumption has already become an important part of the their spiritual and cultural life.There is no doubt that they have been the potential users and consumers of online cultural consumption in the paying-for-content era,t.This study aims to build a research model on the relationship of internet interaction?perceived value and the intention of mobile network radio purchasing,and then based on the above model,this research will study on the factors which may influence the purchasing intention of the college students.To solve this problem,on the macro level,the research chooses variables such as internet interaction?perceived value and consumption intention,while on the micro level,the perceived usefulness and the perceived cost are chosen as antecedent variables which impact the consumers' perceived value.In addition,the factors of family?university and internet are also elected as variables which affect the purchasing intention.In this way,a theoretical model of the purchasing intention of the college students for the mobile network radio consumption has been built.Through the process of questionnaire investigation and data analysis,this study has found that internet interaction has significant positive effects in the results on all aspects.Perceived usefulness has significant positive effects on perceived value and all of its dimensions(functional value,emotional value and social value).However,perceived cost only has significant positive effects on perceived value and emotional value tough only influences functional value and social value and is not significant.Perceived value and all of its dimensions(functional value,emotional value and social value)have significant positive effects on purchasing intention.Family.university and internet factors have significant effects on purchasing intention.Finally,based on these conclusions,the research offers some practical suggestions from the aspects of internet interaction?quality of products and services?consumer demand and external influence.