Applying The Task-Technology Fit Model To Mobile Stock System Adoption Study

With the high-speed development of mobile communication and the wireless technologies, m-commerce has been a very hot topic that is of great interest and importance for businesses and academics in recent years. Many believe that China has huge potential in m-commerce development. But actually m-commerce market in China is still underdeveloped; and the number of successful applications is very limited.Although m-commerce in China is till immature, Mobile Stock System (MSS) was considered to be one of the fastest developing applications for customers. In this paper, MSS is a kind of System which can be used on mobile phone and can help people to trade their stocks. At the end of 2007, the number of MSS users becomes 3 million from 80 thousand in 2005, and the number is still growing. Why MSS got success while many other m-commerce applications are still in infancy? What factors make users adopt MSS? In order to solve these questions, this research proposes a modified Task-Technology Fit model to explore the factors which can affect the MSS adoption. Then the modified model is tested by the data from the questionnaire. At last, this research gains some meaningful conclusions:(1) Task-Technology Fit and Substitution System both are the direct influencing factors of the MSS adoption. In all the dimensions of Task-Technology Fit, Currency, Ease of Use of Hardware and Software and Accessibility are the most concerned dimensions by users. And Substitution System has negative effect.(2)MSS Functions, Self-efficacy and Stock market Familiarity all direct affect Task-Technology Fit, and also indirect affect the MSS adoption. Furthermore, Unrestricted Connection function, Data Encryption function and Information Updating function are the most important functions for MSS users.(3)MSS Usage and Stock-market Environment are the direct influencing factors of Continue Use Intention.Based on the conclusions, this research also provides some suggestions on both the development of MSS and China mobile commerce.