Research On The Influencing Factors Of User Acceptance Behavior On Mobile Video Application

With the continuous development of transmission technology,audio and video synchronization continues to progress.Under the growth of mobile Internet and video watching device innovation,the ecological pattern of online video industry has undergone profound changes,new form of audiovisual and audiovisual industry are emerging.From the traditional broadcasting to Internet video,Internet TV,mobile video,IPTV,interactive digital audio-visual and so on,which are cross-platform,multiscreen,eras of total media convergence rapidly forward.Particularly,with the progress of mobile Internet technology and the mobile device upgrading constantly,mobile internet industry which represented by mobile applications has been rapid development.Mobile Video Application as one of the most important representatives of the mobile application,investment in industry chain gradually at the same time,has been favored by many financial institutions.At present,the layout of the video service provider on the mobile side is complete,Web users using mobile terminal for watching Web video content is becoming more and more convenient,mobile video users expanded rapidly.Meanwhile,online video users are merely content recipients into participants,experience,or is the creator.In this environment,users become the key to development of mobile APP marketing.Better understanding of the users' need,will be the magic weapon of mobile video service providers to win the stereoscopic competition.However,developments in the technology of mobile video APP still has a lot of ability to improve and upgrade space,scholars 'research in mobile video APP stay more at the technical level,less on user behavior.Therefore,this paper will explore the main factors which influence the users'acceptance of mobile video APP,and the relationship between various factors,then providing suggestions that how to optimize the service of mobile video APP for mobile video service providers.This paper mainly divided into the following six parts:(1)It is necessary to discuss this papers research expertise.We will draw on current and foreign work related to the research scope.The research methods utilized will be explained before demonstrating how our work deviates and innovates from the current research and establishing its significance.(2)This section describes the situational theory,perceived risk theory,network externality and interactive network externalities and interactive,and the status of the application of each theory.(3)To build a model of the adoption of mobile video application user,and propose the homologous hypotheses.(4)Firstly,measure items will be selected based on theoretical model and hypotheses;Secondly,the pretest of the questionnaire will be conducted;Finally,the questionnaire will be changed and formal questionnaire be obtained which based on the pretest.(5)This part using SPSS 22.0 to conduct reliability analysis,validity analysis,descriptive statistical analysis,and using the structural equation modeling to verify the hypothesis and theoretical model.(6)The conclusion and inadequacy of the study will be summarized based on the Collation and analysis of empirical results,and suggestions for improving mobile video application are presented.