| With the release of 3G licenses , more and more 3G telecommunication services are provided by telecommunications operators, understanding and grasping behavior of use's acceptance on mobile video services is the first thing that telecommunications operators should do.But now there are few researches about behavior of use's acceptance on typical 3G services,such as mobile video service,online games .This paper attempts to analyze behavior of use's acceptance on mobile video service,and find out which factors decide this action.This study applies the technology acceptance model (TAM) as the basic model,integrate perceived playfulness,social norm,price, quality of network to predict user's acceptance of mobile video service.The proposed model was empirically evaluated using survey.There are four major research works in this paper as listed below:First,summarizing the authority theoretic and literature in the fields of technology acceptance model (TAM) and social norm.In the process of summarizing,we found that although there are some scholars have do some research on use's acceptance on 3G services,but they take 3G service as whole,and there are few researches on mobile video service.Second, forming the special mobile video service acceptance model based Technology Acceptance Model. This paper joins four other relevant variables in the special mobile video service acceptance model,such as perceived playfulness and social norm.Third,we have verified the hypotheses within the model by the means of survey.Fourth,base on the result of survey,putting forward some suggestions on mobile video service design and marketing. |
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