Research Based On The Technology Acceptance Model(TAM) On Jiangsu University Students’ Behavior Related To Mobile Newspaper

With wide use of cell phones and rapid development of mobile Internet, mobile informationtechnology continues to enrich the human working environment and lifestyle. Mobile newspaperservice is an emerging mobile IT, which frees cell phone users from the traditional way of reading.They are able to make full use of the fragmented time in daily life and work, get access to the latestnews and information at anytime and anywhere. This study designs a conceptual model, based onTAM（Technology Acceptance Model）, to predict university students’ usage behavior related tomobile newspaper. In order to make the TAM model more perfect, six variables of impact factorsare integrated into the model.In this paper, the author uses a specific method which combines theoretical analysis withempirical research. The research object of this paper is the mobile newspaper consumers andpotential customers at university. Firstly，this paper establishes a theoretical conceptual model.Through the issuance of questionnaires, the author generalizes and analyzes survey data. Accordingto the validity of the assumptions made in data model finally, the main conclusions are drawn asfollows:First of all, TAM (Technology Acceptance Model) is very effective in explaining the acceptancebehavior related to mobile newspaper is very effective. Perceived Usefulness, Perceived Ease ofUse and Perceived innovation attributes are the important direct factors that affect mobilenewspaper users’behavior;Secondly, There are six variables affecting the behavior of the use of mobile newspaper in thismodel. Except for the three intermediate variables of Perceived Usefulness, Perceived Ease of Useand Perceived Innovation, Mobile Newspaper Design, Subjective Norms and the users’ willinfluence the users’ behavior as well. The study uses IBM SPSS and AMOS statiasical software.Among these factors, Perceived Innovation is the most significant factor to consumers’willingness.Finally, through the combination of qualitative and quantitative research, the author proposesthe future development of mobile newspaper: innovation and independence.