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In this paper, we mainly researched the effects of mobile Internet user's motivation orientation on behavior, drawing on regulatory focus theory and combining with individual innovation, perceived risk, perceived value and connection quality. Then we used the Structural Equation Model to verify the hypothesis. The results showed that mobile Internet user's motivation orientation directly influences individual innovation and usage intention. Compared with the prevention focus users, promotion focus users\u2019 innovation is higher and their intention to use mobile Internet is more intense. These results could provide further guidance for mobile Internet providers\u2019 operation strategies.<\/jats:p>","DOI":"10.1002\/pra2.2015.1450520100115","type":"journal-article","created":{"date-parts":[[2016,2,27]],"date-time":"2016-02-27T05:56:50Z","timestamp":1456552610000},"page":"1-4","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["The research of mobile internet user's behavior: From the perspective of individual's regulatory focus"],"prefix":"10.1002","volume":"52","author":[{"given":"Peng","family":"Zhu","sequence":"first","affiliation":[{"name":"School of Economics and Management Nanjing University of Science and Technology  Nanjing Jiangsu Province China"},{"name":"School of Information and Library Science University of North Carolina at Chapel Hill  Chapel Hill North Carolina USA"}]},{"given":"Wei","family":"Wu","sequence":"additional","affiliation":[{"name":"School of Economics and Management Nanjing University of Science and Technology  Nanjing Jiangsu Province China"}]},{"given":"Xiaoxiao","family":"Zhao","sequence":"additional","affiliation":[{"name":"School of Economics and Management Nanjing University of Science and Technology  Nanjing Jiangsu Province China"}]},{"given":"Mengying","family":"Xu","sequence":"additional","affiliation":[{"name":"School of Economics and Management Nanjing University of Science and Technology  Nanjing Jiangsu Province China"}]}],"member":"311","published-online":{"date-parts":[[2016,2,24]]},"reference":[{"key":"e_1_2_7_2_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2011.06.012"},{"key":"e_1_2_7_3_1","unstructured":"de Renesse R.(2014).Research Forecast Report: Smartphone markets: worldwide trends forecasts and strategies 2014\u20132018."},{"key":"e_1_2_7_4_1","unstructured":"GeorgeChung\u2010Chi Shen. 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