| In the 21 st century,the popularization of mobile Internet,the continuous innovation of mobile devices as well as the development of e-commerce provide a new opportunity for the development of mobile e-commerce,making it a kind of new business innovation.Mobile e-commerce is not only the trend of human life in the future development,but also the important measure to stimulate consumption and promote a new round of economic growth in China.In the mobile e-commerce environment,the study of factors affecting consumer mobile purchase behavior is particularly important.In this paper,mobile e-commerce is defined as a variety of commercial transactions carried out by using mobile devices,such as smart phones and tablet PCs,with the help of wireless communication networks.Mobile e-commerce involves a wide range of business,so this study mainly focus on mobile shopping to research consumer's buying behavior of mobile e-commerce.This article analyzes the factors influencing consumer purchasing behavior in mobile e-commerce environment based on the UTAUT model adding perceived entertainment,perceived risk and perceived cost theory.This study constructs the influencing factors model of mobile e-commerce consumer purchasing behavior combined with the Chinese consumer market,and use SPSS and AMOS soft-opening to carry out empirical analysis,use path analysis of structure equation model to explore the influence of different variables.Also,the paper analyzes the influence of different variables based on the monthly disposable income,mobile internet age,and mobile net purchase frequency.On the basis of the results,the research puts forward the feasible development strategies and recommendations to the operators,businesses and consumers in Mobile e-commerce environment,encourages mobile e-commerce enterprises continue to explore and innovate new development models to help mobile consumers get the recognition,then promotes the development of mobile e-commerce in China further. |
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