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A Study on the Affecting Factors to the Use of Mobile Internet Service

&nbsp;&nbsp;The mobile internet service has been one of the fastest growing industries with a sharp increase in the number, and it is showing an optimistic outlook.<BR>&nbsp;&nbsp;The purpose of this study is to grasp the factors which affecting the use of mobile internet service on the focus of mobile internet service users. Also to make an analysis on the structure relationship between such factors with consumer satisfaction an reuse intention. As independence factors we analyzed navigation convenience, personal ordered service, economic value, perceived playful and ubiquity.<BR>&nbsp;&nbsp;The results verified hypothesis that navigation convenience, personal ordered service, economic value and ubiquity had effect on the consumer satisfaction, but the perceive enjoyment did not. And the personal ordered service, perceive enjoyment, economic value and ubiquity had effect on the reuse intention, but the navigation convenience did not have effect on the reuse intention.<BR>&nbsp;&nbsp;The significance of this study is dealt and proved the factors like economic value and ubiquity which had not dealt much in mobile internet service studies before. Especially reemphasized that the economic value/mobile internet service is expensive) and ubiquity(whenever they want and wherever they are usable) are the most important factors to the users.