Purpose Understanding Mobile Service Usage: Attitude of a Wireless services toward Buying Intention

In this study, based on various information technology acceptance models and theories, to find the factors affected the behavior of mobile service using information technology acceptance. And the empirical study is to propose a model that can explain what parameters in mobile communications and mobile services is affecting. Constructs a measurement tool that can be measured in order to test the research model, and test the proposed research model using the structural equation model was developed. The target sample of the survey consisted with college students, because they represent target population of mobile service users. Findings that appear to support the results of previous studies, some degree of technology acceptance and innovation acceptance degree of the mobile services acceptance attitude and positive effect on the intention of using it can be seen. In addition, it showed that the relationship between the constructs described in the existing theory and empirical research to test the proposed research model for this study, the results of the most supported. Positive attitudes of mobile service users, mobile service variables that are used to measure the degree of technology acceptance of usability variables help to form and shows that mobile services would continue to rely on.