A Study On User's Acceptance Behavior On Mobile Internet Usage

Mobile Internet business is the Internet-based mobile wireless value-added services provided by mobile operators with SPs, which users can access to share a variety of applications anytime and anywhere. The mobile Internet in this paper is not certain of Internet-based value-added services, but also the access process and experiences.In the increasingly fierce competition in the telecommunications industry, the market is near saturation, the Mobile Internet has become the new cake which mobile operators aim at. But its development is staggering along with many bottlenecks. And then what is the factors hindering the acceptance and use of mobile Internet?Against such a significant new business and new topics, scholars are doing research merely at the level of technology solutions. About its consumption behavior research, there are almost only emotional judgments. And in the traditional technology acceptance model, there are some limitations to this new type of high-impact business. "Experience", "consumer involvement", "Consumer Perception" and other factors have not yet been incorporated.This paper is based on UTAUT model combined with the "consumer experience", "path dependence", "perceived risk", "perceived cost" to build up the "mobile Internet acceptance model." This paper also made the customer behavior survey and collected 303 questionnaires. According to this data, we do the demonstration analysis to reveals the validity of the model. We rank all the factors involved in this model base on their effect to consumer behavior, and the order is: behavioral intention, performance expectancy, social influence, facilitating conditions, consumer experience, effort expectancy, perceived costs, perceived risks and path dependence.The full text is divided into five chapters, introducing major concepts and research methods, theory of literature, mobile Internet acceptance model, the demonstration analysis, as well as the conclusions and recommendations. In all the content, theory of literature, mobile Internet acceptance model, and the demonstration analysis are the core of this paper.