Abstract:

With the development of intelligent terminal and mobile application, the continuous improvement of mobile content services has become more and more important to long-term usage by users Based on the technology acceptance model, the continuous improvement of mobile content services’ structure dimension was constructed, and the corresponding hypotheses were proposed 279 mobile content services users were chosen as the research subjects, from who the questionnaire was collected Exploratory factor analysis and structural equation modeling method were used to verify the hypotheses Studies have shown that continuous improvement of mobile content services’ structure includes four parts as operation, appearance, content and service

Key words: mobile content services, continuous improvement, exploratory analysis, structural equation model