Study on Consumer Behavior of Wireless Music

This study focused on the behavior mechanism and influence factors of wireless music consumption. Both theoretical and empirical methods were used to explore the inherent mechanism of wireless music consumption behavior under China´s current consumer environment and culture. Through reviewing on the previous research papers, this study developed a theoretical model of wireless music consumption behavior. 450 wireless music consumers were chosen for our investigation. The result indicates that perceived communication, perceived entertainment, and perceived personality are the three most important influence factors of consuming intention to use, while perceived ease of use has a weaker effect on consuming intention.