Research on the Key Influencing Factors of Use Intention on Coloring Ring Back Tone

DOI

10.2991/citcs.2012.104How to use a DOI?

Keywords

Coloring Ring Back Tone; perceived price; subjective norm; use attitude'use intention

Abstract

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.

Copyright

© 2012, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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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  - Proceedings of the 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  - 10.2991/citcs.2012.104
ID  - Liu2012/11
ER  -