Research On Adoption,Use And Continuous Use Of Mobile News Media

As the Internet is getting prosperous,especially in recent years,the thrive of mobile Internet and the new media forms it creates,not only changes the limit of non synchronization and the one-way flow of traditional media,but also offers fresh experiences for users,as well as changing audiences' sense of media.In this way,the spread of mobile Internet and the influence by it on society have become a major subject for Chinese society as China is getting into the mobile Internet era.The study on new media's adoption,use and continuous use has achieved some valuable points,but there still exist two issues worth further study.The first is lack of study on the whole process of new media's adoption,use and continuous use.The second is the concept of meet from 'use and gratification' theory has some drawbacks when it explains the whole process from adoption to use and continuous use.So this study tries to build and develop the concepts of functional meet and mental satisfaction based on WCN and ECM-ISC,as well as some other points that matters,such as the influencing points,perceived factors,subjective norms,habit.So the study model from functional meet to mental satisfaction can be built to research on the new media's adoption,use and continuous use.This study is based on surveys,and totally getting 421 usable samples.With SPSS research,the following results have been shown:1?Both the using time and frequency of mobile new media conquers the desktop media,and the use of mobile new media is becoming a daily manner of the audiences.But the intensity of use of mobile new media and traditional new media have some kind of connections.2?Functional meet has remarkable influences on adopting new media.Mental satisfaction has little influences on adopting new media.In the phase of use,functional meet and mental satisfaction both have remarkable influences on using new media,the mental satisfaction affects more than the functional meet.In the phase of continuous use,functional meet has little influences,while mental satisfaction has remarkable influences on continuously using new media.Mental satisfaction is affected by functional meet,as well as perceived system quality,perceived useful,perceived entertainment,perceived interaction.3?In the primary phase,interpersonal influence,perceived ease of use,habit and functional meet have remarkable positive influences on the audiences' adopting new media.In the phase of discovery,perceived interaction,interpersonal influence,habit,mental satisfaction and functional meet have remarkable positive influences on the audiences' using new media.Gender,interpersonal influence,perceived ease of use,perceived entertainment,habit,external influence and mental satisfaction have remarkable influences on the audiences' continuously using new media,while the gender and external influences are negative.The study shows that when audiences get functional meet,they tend to adopt this media.They may use it or not,but it won't drive them to continuously use the new media.Only when the audiences get mental satisfaction will they be willing to use and continuously use the new media.The study extendeds the use and satisfaction theory.The audience will make choice of adopting or not based on the functions of new media and this can be defined as adoption and satisfaction.After this,the audiences will consider whether they are satisfied nor not with new media to decide whether to use or not.This can be defined as use and satisfaction.After all these periods,the audiences have got a stable evaluation on the functions of new media;they will continuously use the new media only when they get mental satisfaction that is more advanced.This can be defined as continuous use and satisfaction.