Research On Users’ Behavioral Intention Related To Mobile Newspaper Of Communist Youth League Of Nanjing University Of Posts And Telecommunications

Abstract Technology has changed the world:as the traditional pattern of college media hastaken a new look because of the mobile Internet’s penetration,the way of the ideological andpolitical education work in colleges has been changing accordingly.In order to seize theinitiative,some colleges take the initiative to cooperate with mobile network operators andvalue-added service providers to launch Mobile Newspaper on campus, thus playing an importantrole in leading college students’thoughts and serving their growth.This paper chooses some typical events as cases from the founding to approaching maturityprocess of Mobile Newspaper of Communist Youth League of Nanjing University of Posts andTelecommunications, combined with questionnaires, expert interviews and other forms,combined with quantitative research and qualitative research, analyzes behavioral intention ofcollege mobile newspaper users. The results show that:First, the "Perceived Characteristics of Innovation" of the mobile newspaper is the primaryfactor that affects the behavioral intention of student users of mobile newspaper.Second, the "homogenization" is the main confounding factor that affects current collegemobile newspapers’"Perceived Characteristics of Innovation".Third, Content Development could be an effective means to cure the current dilemma of thecampus mobile newspaper, Mobile Newspaper App is the inevitable trend of the transformation ofbusiness development.This paper is divided into four parts for statement. The first section is Introduction, whichintroduces research background and significance, research ideas and methods in this paper. Thesecond part is Case Description; by describing typical cases of the origin and operationalexperience of the Mobile Newspaper of Communist Youth League of Nanjing University ofPosts and Telecommunications, it is an introduction to specific issues to be discussed in thispaper. The third part is Case Studies, which is the focus of this paper. With the results ofquantitative research, qualitative analysis mainly analyzes the development of the three majorchallenges facing college mobile newspaper: changes in the external environment, defects in theproduct itself and neglect of user needs. The fourth part is Countermeasures and Suggestions,which is a summarization of the strategy for future development of college mobile newspaperbased on the previous analysis and argumentation. That is reflected in: the pattern of construction,technology transition, mechanism innovation, content development, users nurture and so on.