移动消费者购物影响因素研究

Research on the Influential Factors of Mobile Consumers' Shopping Behavior

随着移动通信技术的迅猛发展及4G网络的应用,移动购物已经成为新的生活方式。作为一种新兴的商务模式,移动购物的用户使用行为会受到多方面因素的影响。因此,探讨移动购物消费者的使用意愿就显得尤为重要。本文回顾了移动购物的研究情况,以移动消费者为对象,采用理论与实证研究相结合的方法讨论移动消费者进行在线购物的影响因素。在相关理论的基础上整合技术接受模型、感知风险理论和创新扩散理论,提出了移动消费者购物影响因素的研究模型。并通过问卷调查和数据分析的方式对研究假设进行了论证,最后结合研究结论和国内市场的实际情况对移动电子商务企业如何更好地发展移动在线购物提出了意见。

Mobile shopping has become a new way of life with the rapid development of mobile communication technology and 4G network technology. The use intention of users, as one of the key aspects of mobile shopping, is influenced by many factors. Therefore, study on the factors influencing the use intention of mobile shopping is particularly important. Starting with literature review of the previous research on mobile shopping, this paper aims to discuss the factors that could influence individual - consumers＇ acceptance of mobile shopping. Based on the theory research and empirical study, it constructs a new theoretical model about the acceptance and use of mobile shopping, by applying technology acceptance model, perceived risk theory and in- novation diffusion theory. Then, to verify the validity of the model and hypothesis, the paper conducts a survey and data analy- sis. At last, founded on our research findings as well as the actual situation of the domestic market, some development sugges- tions are put forward for e - commerce enterprises to better their businesses.