移动数据业务接受意愿的影响因素研究 --基于农民工的分析

In order to subdivide the customer groups and to exploit new mobile markets, we carry on a research of the influential factors of farmer workers' usage of mobile data service, based on the TAM model and through introducing two variables----perceived entertainment and perceived expense. Using sample survey of the group being studied and the data processing tool SPSS15.0, we come to a conclusion: perceived usefulness, perceived user-friendliness, perceived expense and perceived entertainment, are the main influential factors of farmer workers' usage of mobile data service, among which perceived usefulness plays the most important role. Finally, suggestions are offered according to the characteristics of the group being studied for a better development of mobile data service in the farmer workers' market.