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Study on the influencing factors of consuming intention on wireless music

TANG Wei-dong,WANG Ke-yi,LIU Lin-lin(School of Management,Dalian University of Technology,Dalian 116024,China)  
This study focuses on the behavior mechanism and influencing factors of wireless music consumption.Both theoretical and empirical methods are used to explore the inherent mechanism of wireless music consumption behavior under China's current consumer environment and culture.Through reviewing previous research papers,this study develops a theoretical model of wireless music consumption behavior.450 wireless music consumers were chosen for our investigation.The result indicates that perceived communication,entertainment,and personality are the three most important influencing factors of consuming intention to use,while perceived ease of use has a weaker effect on consuming intention.
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