The Research of Mobile Internet User’s Behavior: from the Perspective of Individual’s Regulatory Focus

摘要

Although many reports showed that the mobile Internet market has great potential to appeal to a broader range of users, there are few studies on mobile Internet behavior. In this paper, we mainly researched the effects of mobile Internet user’s motivation orientation on behavior, drawing on regulatory focus theory and combining with individual innovation, perceived risk, perceived value and connection quality. Then we used the Structural Equation Model to verify the hypothesis. The results showed that mobile Internet user’s motivation orientation directly influences individual innovation and usage intention. Compared with the prevention focus users, promotion focus users’ innovation is higher and their intention to use mobile Internet is more intense. These results could provide further guidance for mobile Internet providers’ operation strategies.