Research Of The Factors Influence Consumers Adoption Intentions Of Mobile Internet SNS

As a byproduct with mobile communication and internet,Mobile Internet had a great market develop.In the word many applications base on Mobile Internet had to appear in last several years。Mobile Internet SNS is an important application base on SNS(Social Networking Services) theory and it has a huge market potential and broad market prospects.Some mainstream Internet SNS services have begining to provid new mobile internet access to visit website.The three communication services company in china had take note the value of Mobile Internet SNS, so CMCC launched its new Mobile Internet SNS product-139 virtual community in last year,the other communication services plans to provid the same product as well. but the market competition is very fierce, the providers find that when they face to the huge number of potential users, if they should have an in-depth understanding of these users’real needs, foster new eonsumption habits of users,and improve users’ stickiness to the brands, and then they can outshine all the others in a new round of competition.As a result,how to improve the usage intention of Mobile Internet SNS becomes the main problem we resolve in the research.This thesis aims to probe into consumers’adoption intentions of Mobile Internet SNS and the factors which in fluence consumers’ intention. After reading and analyzing a number of relevant literature.The author attempts to discuss and explore those influential factors and the extent to which consurmers are affected, such as perceived risk,perceived usefulness, perceived ease of use, effective communication, attitude, compatibility, subjective norm and consumers’innovation etc. eight factors to construct usage intention research model of Mobile Internet SNS which bases on Technology Acceptance Model(TAM).The author also brings consumer characteristics as a control factor into research model to get further empirical analysis.The thesis came up with four main conclusions as follows:(1)The external factors in fluence usage intention including affective communieation, attitude, subjective norm.Among these factors,the most dircet and significant one is attitude, the second is affective communieation. There is no obvious correlation between perceived risk and intention.(2)The factors of perceived usefulness, perceived ease of use,compatibility and consumers’innovation had positive significant influence on attitude. The most dircet and significant one is perceived usefulness. Affective communieation was found to be insignificant.(3) Influenced actively by the two factors of perceived ease of use and subjective norm, users’perceived usefulness became more positive. Perceived risk has a tiny influence on perceived usefulness.(4) The thesis found that consumer’s age,occupation,education,incomes, as well as their using type of Mobile Internet SNS, has strong effects on recognitive factors, attitude and intention.