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The main purpose of this paper is to provide conceptual framework for the usage of mobile videos and the factors influencing it. Mobile video has completely changed the meaning and value of the traditional television transmission. Despite the importance of behavioural intentions, the theoretical and conceptual basis for understanding the behavioural intentions construct is still relatively immature in the China media industry Thus, to come up with the conceptual framework it is obvious to investigate previous studies on the existing relationship between the constructs identified. Critical review of the literature on the concept of mobile video usage confirmed that system, service and information quality play a crucial role on the adoption and usage of mobile videos. It is pointed out that the research on the continuous use behavior and willingness of mobile video website users has been paid more and more attention by experts and scholars.

Key Factors Influencing Intention to Use Mobile Video by College Students in China