| Following the rapidly growth in entertainment economy and wide application of new communication, manufacturing technology in relevant fields, mobile entertainment draws the attentions of consumers by its special features, meanwhile, has brought enormous market potentials and business opportunity to companies in the whole value chain. How to promote customers' intention of using mobile entertainment business becomes the main problem we resolve in the study.This article is organized in a structure that defines and categorizes the concept ofmobile entertainment first, then by selecting MMS(Multimedia Messaging Service) as our study object, we explore the structure and driving factors of customer perceived value, and its effect on the consumers' intention to use MMS. The driving factors Of perceived value are our main focus, which includes three segments: network qulity (security, reliability, flexibility), product characteristic (easiness, compatibility, obtainable, personal customization, image-building, storage capacity) and social influence (subjective norm). Lastly, According to the Technology Readiness Index authorized by the Prof. Parasuraman, we divide the total samples into high and low technology readiness group, we further discuss the variables' relationship in this two groups. We get a lot of valuable conclusions after the comparison research.We obtain 421 copies of effective questionnaires after giving out 550 ones in all. The main conclusion of this study is as below:(1 )To the total sample, compatibility, personal customization, image-building, storage capacity and subjective norm have direct impacts on consumers' perceived value. Reliablity has a positive impact on perceived utilitarian value, while flexibility has a direct impact on consumers' hedonic value.(2)To the high technology readiness group, flexibility, personal customization, image-building have positive impacts on perceived value.Reliability and compatibility have distinct positive impacts on their utilitarian value, while storage capacity has a direct impact on consumers' hedonic value.(3) To the low technology readiness group, subjective norm, personal customization, obtainable and compatibility have positive impacts on both utilitarian and hedonic value.(4) People in high technology readiness group put more emphasis on flexibility and image-building,while people in low technogly readiness group pay more attention... |
