A study of factors influencing mobile internet user behavior based on the business scenario of mobile entertainment applications

From the perspective of consumer perceived value, the paper analyses the customer behaviour in the business scenario of mobile entertainment applications. Through analysing data from 417 mobile Internet users as samples, the paper has tested the effects of consumer perceived value (functional value, emotional value and perceived benefits) on consumer behaviour. In addition, the paper has examined the indirect implications of consumer trust. The research found that the motivations of consumer behaviour for mobile entertainment service users are different. Specifically, perceived usefulness, perceived pleasure, perceived experience and perceived price level significantly influence perceived value, thereby they significantly influence the willingness to pay. In addition, perceived flexibility, perceived involvement and perceived risks significantly influence consumer trust. Further, consumer trust positively affect consumer perceived value and willingness to use as customers significantly. Finally, we discuss the findings, limitations of the research and implications for future studies. © 2016, UK Simulation Society. All rights reserved.