|Project Title:||Empirical research on influence factors of user’s satisfaction of mobile video application|
|Author:||Mr. Xueliang Liu|
|Advisor:||Assoc. Professor. Li Chiao-Ming|
|Degree:||Master of Business Administration|
Xueliang, Liu. (2017). Empirical research on influence factors of user’s satisfaction of mobile video application. (Independent study, Master of Business Administration). Bangkok: Siam University.
Along with the evolvement of the times, popularization of smart phones, arrival of incoming 5G and WIFI layout spread all over the city, people have become increasingly dependent on mobile phones. Rich applications satisfy the user’s demands. What studied in this paper is the mobile video application, which is one of mobile application types developed at the fastest speed in recent two years. Upon its arrival, the users can watch programs through mobile phone, thus substituting the function of TV and computer to a certain extent and satisfying people’s demand for watching movies and giving more choices for users to pass fragments of time.
The output value of swiftly developed video industry is expected to reach 100 billion in 2018. There is also huge market space for mobile phone, which is one of significant medium. However, most researches on mobile video application carried out at home and abroad relate to the development history and tendency but less are related to the quantitative research. The investigation of satisfaction is universally applied into research on physical product and service. However, there are fewer and fewer ways combining the satisfaction and internet product. In this paper, through study on existing theories on satisfaction and by combining the practical features of mobile video application, the hypotheses are proposed and the model is built. Through empirical analysis of questionnaire, the influence factors of mobile video application are studied.
Through analysis on data of the investigation result, it’s found that the basic property and video content, interactivity, economy, responsiveness and ease of use of mobile phone video application has positive influence on user satisfaction. According to these qualitative research results, relevant suggestions are provided for the development of mobile video application. It is anticipated that reference could be provided for the development of the industry.
Keywords: Mobile video application, Satisfaction, Influence factor, Empirical analysis.
Empirical research on influence factors of user’s satisfaction of mobile video application
International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand
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