| Mobile browser is a software product which used on a smart mobile phone. With thecontinuous development of mobile Internet and the expansion of smart mobile phones,mobile browser is becoming more and more important in the whole industry chain thatserves as an access to mobile Internet. Taking the mobile browser as the research object,we have carried on a thorough discussion on users’behavior of the mobile browser.Based on the amount of mobile commerce adoption research in domestic and aboardand the characteristics of the mobile browser users’ behavior in our country, we buildusers’ behavior intention model of mobile browser. We obtained340valid questionnairesby online survey, then analyzed these data and understood the behavior of mobile browserusers deeply. In this research, the reliability and validity of measurement model was testedand the study model was verified with SPSS17.0and PLS3.0.The empirical result shows that perceived usefulness and perceived ease of useinfluences positively on the mobile browser users’ behavior intention, and perceivedusefulness is affected by the connection quality, perceived ease of use is affected by theconnection quality and interaction quality. The users’individual innovation also influencespositively on the users’ behavior intention. Perceived risk affects negatively the behaviorintention, but that user’s behavior intention is affected negatively by perceived cost is notverified. Based on the study conclusion and the analysis of users’ behavior, we providesome advices and guidance to the mobile browse manufactures to promote their ownproduct. |
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