The Research On The Influential Factors Of Mobile Visual Search Users' Adoption Intention Under Social Media Context

According to the report issued by the relevant departments of our country,the number of Internet users has reached about 700 million in 2016 and the percentage of the mobile Internet users occupies more than 90%.Different from traditional PC Internet portal,mobile internet terminal has the advantages of accessing and using at any time.Information searching is one of the important ways for user to get information from the internet.Wtih the development of technology,a lot of related products and services are supplied to the market and one of them is mobile visual search service.Mobile Visual Search services are based on MVS(Mobile Visual Search)technology,while taking the mobile intelligent Internet terminal as hardware and getting information by inputing image.Compared with traditional text search services,Mobile Visual Search has higher accuracy and better personalized outcome.Various mobile applications also have been used frequently and would be an important aspect of mobile application market.Social media is not only one of the most important applications of mobile internet terminals,but also has natural relationship with mobile visual search technology.This new search method is preferred by many users and the adoption intention of mobile visual search services also is important to the mobile application market and internet service providers.This study aims to analyze factors that influence social media users' adoption intention of mobile visual search.What's more,we can give some suggestions to related service providers to improve service quality and market share.In this paper,the study follows the research routines from the theory to the practice,based on the technology acceptance model,theory of rational behavior,theory of planned behavior,diffusion of innovation theory and expectation confirmation theory to construct social media user's adoption intention of mobile visual search technology acceptance model.This model includes mobile visual search awareness,sense of trust,expectation confirmation,service cost and adoption intention which are measured by multiple dimensions.We also got 13 hypotheses based on research of other scholars.Then we designed the questionnaire and conducted a questionnaire survey.We finished the questionnaire online and offline We used SPSS22.0 and AMOS21.0 software for data analysis and SEM to test structure equation.The results showes that consumer awareness and service costs have significant correlationship with consumer adoption intention.Perception of trust and expectation confirmation has moderating effect on consumers' awareness,service costs and consumer adoption intention.Finally,we put forward some suggestions for social media mobile visual search services providers under social media context.There are some limitations because of the relatively small sample.As a new research fields,mobile visual search need more researchers' attention,which is important to related internet service providers.