Research On Use Intention Of Smartphone Application Software Users

In recent years,the advances in mobile internet technology have led to rapid development of smartphone software,more and more smartphone application softwares have replaced the indispensable things in people's life,such as: calendar,alarm clock,notebook,flashlight and so on,people are increasingly depend on smartphone application software in both work and study.However,the practical application situation of the smartphone application software in domestic market is facing more and more challenges.On the one hand,smartphone application softwares are emerged in a various and endless way;On the other hand,the user churn rates of the most smartphone application software are high,and the valid lifetime of the software is short.At present,scholars are mostly explore one specific sort of smartphone application software and there has no study about the whole smartphone application software,and when people choose to use some kind of applications they have to compare and balance.Therefore,a deep understanding about the essence of the user's intention and how to attract and satisfied the user are necessary for the academic and the enterprises,this should be the common concern issues for both academic and industry.So from the perceived perspective of the user,this research brings the PPM(push-pull-mooring)theory in population migration into the study to dynamically find the key factors and the mechanism of the users' intention,and to provide some recommendations about resource budget and quality improvement for the smartphone software development enterprise,and then to make the company to maximize the user's intention and enhance the market competitiveness of enterprise which has the limited resource.First of all,the purpose of this study and the significance of this research are introduced,and then this paper reviewes the theories about the users' intention both domestic and abroad.Based on all this theories of users' intention,the study defines the conceptions of the user perceived value,perceived risk,PPM theory and BP neural network.Drawing lessons from the former researchers' literature results of the use intention and following the principles about questionnaire development and design,this research combines the PPM theory with the use intention of smartphone application software as mentioned and puts forward the use willingness evaluation model about smartphone application software based on the user's perspective,then puts forward the relevant hypothesis.In addition,through the design,distribution and collection of the questionnaire,the reliability and validity of the data are analyzed,and the exploratory factor analysis are carried out on the variables about users' willingness,and empirically verify the dimensions and contents of the variables,and also effectively confirm the effectiveness of the measurement and dimensions about the these variables.Then uses the means of multivariate regression to test the impacts of the various dimensions on the user's willingness and the function mechanism of this influence factors.Finally,after the data processing,the variable indexes which are reliable and significant are considered as the input information of BP neural network.Using the BP neural network toolbox in MATLAB software to train and simulate the variables data about the user's willingness.This thesis not only provides a new thought for the measurement of the uses' intention,but also help the smartphone application software companies to find the target customer and identify their characteristics and demand,it also helpful for the targeted promotional strategies and provide support for the accurate marketing.Furthermore,the integration of the methods of linear regression analysis and neural network analysis is help for the quality improvement,it also provides a reference for the future study of consumers' use intention about mobile internet at the same time.