The Investigation And Analysis Of The Audience Behavior About Mobile Network Based On Technology Acceptance Model

Dates from iResearch suggest that the number of national live online platform close to 200 and the number of users of the network live platform is 200 million for 2015.In addition,the latest thirty-eighth times Internet Statistics of CNNIC shows that the number of the network users has reached 325 million,accounting for 45.8%of the total Internet users up to June 2016.Age of Nationwide live webcast has come.But it is important to note that the industry growth rate continue to rise,but the audience stickiness is still unsatisfactory and the market is all the same in the cultivation of user habits stage.Based on this,the survey conducts a study about stickiness for mobile network users to watch live webcast and analyses the relationship between various factors as well as it provides a theoretical basis to this kind of product developers.Reviewed of relevant theoretical research about scholars both at home and abroad,based on the reduced original TAM model with the relevant theory of successful model in the information system and combining the current actual situation in the development of mobile network webcast.Meanwhile selected the five variables including the system quality,information quality,perceived usefulness,perceived ease of use as well as behavioral intention and combined with consumers' personal factors to built the technology acceptance model of mobile network webcast.The data collected through questionnaire scale,using SPSS and AMOS software has carried on the descriptive statistics analysis,reliability analysis,validity analysis,variance analysis and correlation analysis to verified this theoretical model with structural equation.The results of the study,said:different gender,age,degree of audience on the perceived information quality and system quality exists significant difference;Watching the different webcast types on the sensory information quality and system quality exists significant difference;Using different live platform on the perceived information quality and system quality exists significant difference;Information quality on perceived usefulness and perceived ease of use have obvious positive effects;System quality on perceived usefulness and perceived ease of use have obvious positive effects;Perceived usefulness has significant positive influence on behavior intention;Perceived ease of use has a significant positive effect on behavioral intention.Finally,the thesis summarizes the research results,giving suggestions for further development of the platform for mobile Internet webcasts,and makes outlook for further research.