An empirical research: Consumer intention to use smartphone based on consumer innovativeness

In China, the market size of smartphone expand continuously, market competition is very intense. Some products are in great demand, but others do not. What´s the exactly factor have influence on the consumers´ intention, the factor from the consumer or the product? This paper based on Theory of Reasoned Action (TRA), added consumer innovativeness and the innovation feature of product, constructed the concept model of consumers´ intension to use smartphone. Through an empirical research verified the basic hypothesis in this paper.