An Empirical Research On Behavior Of Mobile Search

By the end of2013, there is about three point seven hundreds million mobile search usersin China. It is increased by28%per year in the past three years. The mobile search is in aperiod that is from germination to maturity. On the one hand, the mobile search enterpriseshould make the technology perfect. On the other hand, it should pay more attention to themarketable active. It is very important for the enterprise to find out the key factors thatinfluence the behavior of mobile search adoption and continuous usage.On the basis of TAM and ECM-ISC, this paper built a mobile search adoption model and acontinuous usage model according to the development of expected activity. Then we analyzesthe two model based on the data we collected. Meanwhile, we analyzed the differencesbetween college student and staff.The result shows that the factors that influence the behavior of mobile search adoption andcontinuous usage are very different. Perceived ease of use, perceived usefulness andperceived trust significantly influence adoption behavior to the whole but the influence ofthose factors on use behavior in turn fell into decline, the same as college students. But to thestaff, perceived trust has a more significant influence on adoption behavior than perceivedusefulness. Perceived usefulness, satisfaction, confirmation, perceived security and perceivedcost significantly influence continuous usage but the influence of those factors on usebehavior in turn fell into decline to both whole and staff. But to the college student,confirmation has a more significant influence on continuous usage than satisfaction,perceived cost has a more significant influence on continuous usage than perceived security.On the basis of conclusion we represented, we analyzed the reasons that lead to thedifferences between adoption behavior and continuous usage, as well as the behavior betweencollege student and staff. At last we make advice for mobile search enterprise based on ourconclusion.