Using Factor Analysis Method To Analyse Customer Satisfaction And Use Intention Of IM Product

Objective:The paper aims to explore the influence factors of the Fetion service of China Mobile so that we can find out some problems existing in the Fetion services and put forward some insignificant measures for improve the service qulity.Methods:The paper creates a unique Fetion satisfaction architecture model and designs a questionnaire for this architecture according to the satisfaction theory and the characteristics of the product itself, and with reference to the past domestic and foreign research results on satisfaction. We get an architecture model with relatively independent influence factors based on exploratory factor analysis as the main idea, through using SPSS software as an analytical tool to amend the unreasonable part in the structure through a series of operations of factors analysis, regression analysis for the samples.Study found that:The main conclusions of this architecture are summarized as follows:1) Satisfaction is affected by the four variables significantly:product characteristics, word of mouth, the first impression, functional ease of use.2) Willingness to use is affected by the two variables significantly:product characteristics, safety.3) Satisfaction had no significant effect on the intention of use.Originality:The theory inherits some of the factors of technology acceptance model, and proposed several new and more specific factors in the study as variable. As for research object, this study is based on the new IM product -Fetion and different from the past study of literature which is based on the overall product or a veteran IM products. Its conclusions can be applied to the specific mode of "mature market, new products". Study limitations:The sample object is limited to heavy Internet users, most of which are Beijing University of Posts students and white-collar workers; Research model and questionnaire emphasis on the reference technology acceptance model, and some factors beyond this model may be not included; Future external Changes in policy may result in this model no longer applies.