Proceedings of the 2012 National Conference on Information Technology and Computer Science

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

Authors
Rong Liu, Keyan Gao
Corresponding Author
Rong Liu
Available Online November 2012.
DOI
https://doi.org/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.
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Proceedings
2012 National Conference on Information Technology and Computer Science
Part of series
Advances in Intelligent Systems Research
Publication Date
November 2012
ISBN
978-94-91216-39-8
ISSN
1951-6851
DOI
https://doi.org/10.2991/citcs.2012.104How to use a DOI?
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  -