Empirical Research On Consumer Adoption Of Mobile In Ratail

Mobile commerce is nowadays growing very fast since the development of mobile communication technology, the steady increase in the number of mobile phone users, and the growth of online shopping market. Meanwhile, consumer attitudes and intention is another important factor to promote the development of mobile commerce. At present, the domestic empirical research of consumer adoption is still in its infancy and research in specific application areas is rare.This study chooses the application of mobile in retail and discusses the factors affecting consumer adoption through empirical methods, from the perspective of operators. Based on the literature review, this study extracts variables affect consumer intention and build the theoretical model. Then find out consumer attitudes, intention and the influencing factors though the analysis of 445 samples.The results show that attitudes and personal innovativeness will positively influence consumer intention. Attitude is affected by perceived usefulness, perceived ease of use, perceived risk and social impact. Among them, perceived risk will negatively impact on consumer attitudes, the other factors influence consumer attitudes positively. Perceived cost will not significantly influence consumer attitudes and intention.The main contributions of this study:choose a specific application——mobile in retail and construct the theoretical model, modify the definition and measurement of "sociial impact". In addition, supposed that most respondents do not understand the service of mobile in retail, this research design the process and the scene in order to obtain a more authentic and reliable research data to better guide the practice.