Fetion Business User Behavior Based On Tam And Idt

Recently, China has become the world's largest and most resource-rich mobile communications market. According to the research that as at June 2008,China'mobile phone users exceeded 600 million mark for the first time.IResearch shows that in 2007 the scale of China's mobile phone users reached 92 million people,more than 45 million increase in 2006,and 95.7 percent year-on-year growth.Among them,Fetion as the mobile instant messaging develops rapidly.Now it is facing some problems like low security,instant messaging(IM)business impact of moving their business, how to formulate a reasonable way of charging. We have Fetion as our research objective. it is unclear what factors contribute to its acceptance by consumer. We try to explain how consumers accept Fetion from a theoretical view.First, Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT) are the theoretical foundation in this paper. Key perceived characteristics of the Fetion are chosen to add into the model. The chosen characteristics of the Fition are PEOU, perceived risk, technology utility,and trust. A modified Technology Acceptance Model combined with Innovation Diffusion Theory which can analyze consumer's adoption of Fetion has been formed.Then, based on lots of related literatures, this paper formed a questionnaire to do the empirical research. We choose the consumers who have Fetion using experience or know Fetion. We use the SPSS13.0 as the data analyzing tools. The results show:the TAM and IDT combined model is effective in China mobile-internet environment; technology utility positively affects the perceived use and perceived ease of use significantly;Trust negatively affects the perceived risk significantly;Trust, compatibility positively affects the consumers'attitude towards using Fetion significantly, and perceived risk has a significant negative effect on the attitude.Finally, we give the explanation of the results and give suggestions to China mobile. This paper did some contribute to the development of mlbile-internet of China.