Intention To Use Mobile Im Factors Research

Mobile instant messaging is combination of the two most successful application points comes from desktop instant messaging and mobile networks in messaging industry. Whether in the country or abroad, there are huge market potential and broad market prospects in mobile instant messaging business. In the global market, some mainstream operators have committed to pushing forward the development of MM business. In the home market, despite the prelude to the development of MIM has just opened, the competition is very fierce. Businesses find that when they face to the huge number of potential users, if they have an in-depth understanding of the users' psychological needs, foster new consumption habits of users, and improve customers' stickiness to the brands; they can win in the competition. As a result, how to improve the usage intention of mobile instant messaging becomes the main problem we resolve in the research.The thesis bases on users' views to probe into users' adoption intentions of mobile instant messaging and the factors which influence consumers' intentions. After reading and summarizing a number of relevant literature, the author select network externality, perceived playfulness, perceived risk, perceived usefulness, perceived ease of use, perceived price, effective communication, and attitude etc. nine factors to construct usage intention research model of MIM which bases on technology acceptance model (TAM) and investigations from users' usage experience. The author also brings consumer characteristics as a control factor into research model to get further empirical analysis. Through data analysis and statistic discussion from valid questionnaires, the thesis came up with five main conclusions as follows:(1) The external factors influence usage intention including attitude, affective communication, network externality, and perceived playfulness. Among these factors, the most direct and significant one is attitude. There is no obvious correlation between perceived risk, perceived price and intention.(2) The factors of effective communication, perceived ease of use, and perceived usefulness had positive significant influence on attitude. Among these factors, effective communication had the greatest impact and contribution on attitude, and there is no obvious correlation between perceived risk and perceived usefulness.(3) Influenced actively by the two factors of perceived ease of use and network externality, users' perceived usefulness became more positive. Meanwhile, perceived risk has a tiny influence on perceived usefulness.(4) The higher users' perceived ease of use, the higher users' cognition of perceived playfulness, perceived ease of use had a positive influence on perceived playfulness. The more positive network externality, the higher ease of use users would perceive.(5) Consumer characteristics function differently in the dimension of factors which influence uses' usage intention of mobile instant messaging.Finally, based on the empirical analysis of usage intention, how to improve the service of mobile instant messaging, and to expand the market of MIM, author gave some advice and suggestions.