Research On Influence Factors Of College Students’ Behavior Intention Of Mobile Phone Learning

Popularization of smart mobile phone in the university, reduce the flow rates and the price of mobile phone mobile, optimization of operating interface and human-computer interaction and so on, which urges the mobile phone learning potential daily highlights. Understanding the influencing factors of the behavioral intention of university students’mobile learning is the precondition and foundation of the mobile phone learning smoothly. In order to further improve the behavioral intention of university students’mobile learning, popularize the application of mobile learning, this research explores the influence factors of college students’ behavioral intention of mobile phone learning.The research through combing the literature at home and abroad, the expert consultation, having nonstructural interview with part of university students, based on inheriting the core variables on the TAM model, constructing the college students’ learning in mobile phone model behavior intention influence factors, selecting four universities conducted a questionnaire survey, using the statistical package for social science, and structural equation model analysis software, analyzing the data of 406 effective questionnaires, then test the model and hypotheses.The main conclusions are as follows:(1)This study constructed the model after correction with the actual data of the basic adaptation, college students’ perception of mobile learning for ease of use and perceived usefulness is still the key factor to restrict the behavior intention. (2)Perceived self-efficacy, network quality, individual innovativeness, subjective norm and immersion experience are important factors affecting the students’ mobile learning.(3)Perceived self-efficacy by perceived ease of use and perceived usefulness indirectly influence the behavior intention, the quality of the network by the perceived ease of use and immersion experience indirectly influence the behavior intention, individual creativity through perceived ease of use indirect influence on behavior intention, subjective norm and immersion experience have direct influence on behavior intention.(4)On the relationship between individual innovative behavior intention did not achieve the expectation hypothesis, that is, individual innovation has no direct effect on behavior intention, but through the influence of perceived ease of use indirect effect on behavioral intentions.(5)Perceived cost impact on behavior intention is not significant.(6) Gender, grade and major categories do not have significant moderating effects in the model.This study confirms some of the hypotheses, that is, the main factors affecting college students mining mobile phone of mobile learning. The conclusions of the research and suggestions, this study will help designers of teaching, teaching resources, teaching implementation, the organizers developers more effectively carry out mobile phone mobile teaching, and then promote the wide application of mobile phone of mobile learning of college students.