摘要：本文围绕着移动数据业务市场消费者购买意愿的影响因素展开了研究，通过文献的回顾和理论演绎，提出了移动数据业务购买意愿的七大影响因素。之后，在借鉴已有成熟量表的基础上，结合实际设计了调查问卷，并对中国移动的三个品牌用户进行了大样本的分层抽样调查。通过结构化方程分析，本文发现社会影响因素、感知有用性和感知价格对购买意愿的影响最为突出，而感知安全性在中国移动数据业务市场上的作用并不显著。本文在总结以前学者有关TAM及数据业务领域的TAM模型的基础上，提出移动数据业务的消费者购买意愿影响因素研究模型。通过实证分析发现感知有用性和感知价格两个因素对移动数据业务消费者购买意愿的影响最大，而被外国学者验证过的对购买意愿显著影响的感知安全性在国内却影响不显著。此发现对于移动数据业务的开发及其推广具有重要的意义，运营商可以进一步了解消费者的需求和期望，从而使用恰当的营销手段推出消费者更愿意使用的业务。  

    Abstract: Focused on the mobile data service market, influence factors of customers’ buying intention are discussed deeply. Through reviewing on the previous research papers, a model of buying intention is developed and seven important factors are proposed. Furthermore, a questionnaire relying on mature scales is designed, and then a big sample investigation in Chinese mobile market is conducted. Finally, it is found that socialinfluence, perceived usefulness, and perceived price were the most important factors, while perceived safety was not significant in China.