Research on the Key Influencing Factors of Use Intention on Coloring Ring Back Tone
Rong Liu, Keyan Gao
Available Online November 2012.
- https://doi.org/10.2991/citcs.2012.104How to use a DOI?
- Coloring Ring Back Tone; perceived price; subjective norm; use attitude'use intention
- Through reviewing previous research papers based on Theory of Reasoned Action and Technology Acceptance Model, combined with the characteristics of mobile value-added Coloring Ring Back Tone business, this study discussed the factors influencing consuming intention of Coloring Ring Back Tone, developed a theoretical model of Coloring Ring Back Tone consumption intention and put forward research hypotheses and scale. Based on questionnaire survey, reliability and validity test were performed using SPSS13.0, hypotheses test were conducted by LISREL8.7. The results show that variables of perceived usefulness, perceived ease of use, perception entertainment and perceived personality have impact on attitude, subjective norm and perceived price are the important influencing factors of consuming intention as well.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Rong Liu AU - Keyan Gao PY - 2012/11 DA - 2012/11 TI - Research on the Key Influencing Factors of Use Intention on Coloring Ring Back Tone BT - 2012 National Conference on Information Technology and Computer Science PB - Atlantis Press SP - 400 EP - 403 SN - 1951-6851 UR - https://doi.org/10.2991/citcs.2012.104 DO - https://doi.org/10.2991/citcs.2012.104 ID - Liu2012/11 ER -