消费者对移動即時通信的使用意愿研究

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消费者对移動即時通信的使用意愿研究

 

Author: 徐穗
Xu, Sui
Title: 消费者对移動即時通信的使用意愿研究
Xiao fei zhe dui yi dong ji shi tong xin de shi yong yi yuan yan jiu
Research on consumers' usage intention of mobile instant messaging
Degree: D.Mgt.
Year: 2010
Subject: Hong Kong Polytechnic University -- Dissertations
Instant messaging
Cell phones
Department: Graduate School of Business
Pages: xvii, 154 leaves : ill. ; 30 cm.
InnoPac Record: http://library.polyu.edu.hk/record=b2396356
URI: http://theses.lib.polyu.edu.hk/handle/200/6014
Abstract: According to the "Chinese mobile IM market data monitoring report of the 1st quarter of 2010" prepared by Analysis International, the subscribers of mobile Instant Messaging in China has reached 160 million in the 1st quarter of 2010. Mobile instant messaging is gradually developing into a strong mobile Internet application in China as well as in the rest of the world. How to enhance consumers' willingness to use mobile instant communication services has become an important issue to the Internet enterprises and telecommunication operators. Unfortunately, studies on mobile instant communication products are quite rare, and research models have not been well-developed. The objectives of this study were: 1) to investigate consumers' acceptance level of mobile instant messaging; 2) to identify factors (and their relative importance) affecting consumers' attitude, behavioral intention and actual usage of this new communication services, 3) to examine if consumers characteristics are associated with their behavior intention and actual usage. The focus was on Mainland Chinese consumers who had used or tried this service before. The research framework was based on the Technology Acceptance Model and factors related to mobile instant messaging namely "image", "network externalities", "trust" and "enjoyment" were added. Data were collected from 850 consumers in Beijing and Shanghai. Results show that consumers' attitude has a positive effect on their usage intention, and usage intention is closely associated with actual usage. Factors affecting attitude include perceived usefulness, perceived ease of use, enjoyment, network externalities and trust. The most important antecedent is enjoyment, thus to improve users' entertaining experience becomes critical in enhancing consumers' adoption intention. In addition, usage intention varies across consumers with different demographic characteristics. Female, people at age of 18-25, and those who have specialist or undergraduate education background, have a higher level of usage intention. Marketers should therefore target at this group of consumers. The value of this study lies in the development of a more comprehensive model of factors affecting the use of mobile instant messaging. The model, which incorporates the characteristics of mobile instant messaging into the well-established TAM, can be considered advancement in the mobile instant messaging adoption study. Another major contribution is in the use of tracking data together with survey data such that the association between behavioral intention and actual behavior can be measured. Suggestions for Internet companies and telecommunications operators offered in this report include ways to develop new products, enhance consumers' willingness to use the mobile instant communication services and appropriate target marketing.

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