Research On Usage Contention Of Mobile Web Browser Based On TAM And TTF Model

According to the report of CNNIC,"the statistic of the development of China Internet network", showed that the scale of China’s mobile internet users reached at527million, more than the traditional PC Internet usage by the end of June2014. There is a huge market space, because the mobile web browser is an important entrance of mobile Internet. But due to the prevalence of APP, the threat to mobile browser is more and more serious. At the same time, the market competition has intensified.Therefore, mobile web browser vendors urgently need to know the influence factors of the usage contention, in order to improve its product competitiveness and gathered more users quickly.Research started from the perspective of behavior patterns of information system users, with the usage intention of mobile web browser as the research situation. Then learned the advantages and disadvantages of TAM and TTF model and dig into the complementarity and integrate. Then the research put forward the theoretical model of mobile web browser usage intention. Through doing the sample data research, and uses SPSS and AMOS software to analysis the data, in order to accurately capture the behavior rules of mobile web browser usage intention. Obviously, the research is of great realistic significance to design and marketing of mobile web browser. At the same time, in the aspect of theory, it will also be rich the study of mobile web browser usage intention and acceptance.The result of research shows that the attitude of users and Task-Technical compatibility has influence on mobile web browser usage intention, also perceived ease of use and Task-Technical compatibility influence the attitude of users. The quality of the system of the mobile, the quality of the services of the mobile, task characteristics and perceived ease of use have positive influences on Task-Technical compatibility of mobile web browser. According to the result of empirical research, the research put forward the suggestions of products and services for the vendors to enhance the competitiveness of the enterprise.