| With the advancement of mobile Internet and the popularity of smart mobile devices, the path people get information having been changed dramatically. Unlike traditional media, mobile news applications break the space limitations, the clinents can read mass message in anywhere at anytime. Massive amounts of information accompanied by varieties of functions made mobile news application a good impression. According to the BigData-Research, as of the second quarter of 2015, the penetration rate of mobile news applications was up to 62.02%, the number of clients is about 538 million. Several major mobile news application become increasingly sophisticated, in which DAU of the Sohu news, Tencent news, Netease news and Headlines Today are more than 10 million. Mobile News application has become an important channel for mobile phone users to get the message.This study based on technology acceptance model and the gratifications theory, using literature, questionnaire, depth interview research methods. Because mobile news applications are mostly used among younger generations, especially among student, university students in Shanghai are chosen as target group of people to do the research. After fully analyzed previous studies and reference, I summed up the definition, function and feature the mobile news application. What’s more, established a model, explaning what the relationship between the intention and the behavior.Model regard intention as independent variables, the use of attitude as Mediator, usage behavior as the dependent variable, demographic characteristics (gender, grade, major type, origin, monthly disposable income and other) as the control variable, trying to explore the intention of using the mobile news application, understanding their attitudes and behavior. In addition, the study explored the relationship between the three. The results validate the hypothesis and correct model. At last, it analyzes the development of mobile news application, and proposes development strategy.Study shows that the ease of use is the most important intention to use the mobile news application, followed by emotional needs, seeking information. The social interaction and usefulness are the neglected intention. The mobile news application users have positive attitude, and are affected by intention. As for the behavior, students use the application at a fixed short time, and low frequency, in use and interaction. Intention and attitude will affect the use of attitudes, frequency or interaction. According to research findings, this study also provides insights into furture development of mobile news applications, including the better content and interactive environment. |
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