Based On The Technology Acceptance Model, The Study Of Impacting On 3G Using

2009 is the first year of China 3G. In 3G era,3G mobile phone will become the life of the "third screen", mobile media will be the true sense of the "fifth media". The thesis is popularizing on the user's adoption behavior of 3G with empirical analysis, and find the affecting factors.The thesis taking mobile phone users of Nanjing, Shanghai, Chengdu, Wuhan areas as object study, on the theory of the Technology Acceptance Model and through reading large amount of relevant document, sum up the factor affecting users'3G adoption behaviors. On base of the Technology Acceptance Model and questionnaire investigations, five factors are confirmed such as Perceived usefulness, ease of use and fun; Costs; Identification; Internalization; Compliance. Using SPSS 17.0 software empirically validate the unified model. The conclusion is drawn that the five factors have significant positive influence on behavioral attitude. The behavioral attitude has significant positive influence on behavioral intention. The behavioral intention has negative influence on actual use behavioral.The innovation of this thesis lies in using the theory of the Technology Acceptance Model to propose and verify the new model of 3G using behaviors. In the model, the influence of the using attitude from high to low is identification,perceived ease of use, perceived usefulness and fun,compliance,internalization and cost. The perceived ease of use, the perceived usefulness and fun expected to be combined into one factor, the identification become the most important factor of 3G using attitude, which is the other finding of this thesis. This study will give the follow-up study research ideas and research base.