A Model Of Customer’s Acception For Mobile Online Shopping

With the development of Mobile Internet and the gradually popularity of mobile terminal,mobile commerce is booming at home and abroad recently.Mobile online shopping is likely to be one of the most popular types of mobile commerce.In china,few people accept the emerging mobile online shopping,and there is no study on customer’s acception for mobile online shopping.What are the main factors that affect customer’s intention to accept mobile online shopping?What are the relations between those factors?These questiongs will be researched in this paper.Based on the literature research,this paper makes a review of the studies on user acception theories and mobile online shopping,that confirms the aspects and the emphases of this research.Then,adding3factors,including individual creativity,perceived cost and perceived risk,to improve the Unified Theory of Acceptance and Use of Technology(UTAUT)model,the paper builds the theory frame and puts hypothesis on the model of customer’s acception for mobile online shopping.Secondly,this paper designs the questionnaire and collects the data through internet survey.With the SPSS18.0,it processes the data by descriptive statistics,eliability analysis and validity analysis,and with AMOS17.0,it makes model fiting,model improving,hypothesis testing and results explaining by structural equation modeling(SEM).Through the empirical study,it finds out that the ranked order based on the influence extent is:effort expectancy,perceived costs,performance expectancy,perceived risks,social influence and individual creativity.The effort expectancy,perceived costs,and perceived risks have negative effect on customer’s acception for mobile online shopping.At last,based on the result and the current state of mobile online shopping in China,this paper provides some markting advices for.mobile online shopping operators.