| Mobile application market is a B2C or C2C platform which provides applications formobile phone, especially for smartphone. The concept of application market was come upwith by Apple Inc who launched App Store in2008. App Store is a new model which sellsmobile applications as products to phone users, and gathers applications provided bydevelopers. This new model integrates separated industry chain resources, and creates awhole new segment market. So far, the model of mobile application market is accepted inthe industry. Mobile Market(MM) launched by China Mobile is the earliest and the mostpowerful mobile application market in China, and China Mobile do not lack users,however, MM did not develop as smoothly as App Store, and as fast as Android Market.Therefore, taking MM as the object and analyzing development status of MM, andbased on adoption literatures in the mobile business area and features of the MM, anresearch model of users’ download behavior on MM platform was constructed. Data wereobtained from586MM users, and an empirical study method was used to test the data andthe model. Moreover, conclusions was found after an analysis of MM user’s behaviorbased on these data we collected.The empirical result shows that perceived trust on the MM platform and perceivedvalue on applications influences positively on users’ adoption intention, and perceivedtrust is influenced positively by security and ease of use, and meanwhile, perceived valueis affected positively by usefulness, entertainment, perceived fee and perceivednon-monetary costs. Results in this thesis are not only useful for understanding of MMand the reveal of key factors influencing users’ download behavior, but also helpful forresearches on other mobile application market afterwards. Besides, the results can be veryhelpful for China Mobile to know more about the MM, and therefore, conduct themarketing of the MM. |
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