Key Factor Analysis Of Consumer Using The Mobile Commerce

Along with the issuance of 3G licenses and the increasing number of cell phone users, China's mobile Internet has developed substantially. Meanwhile, this triggers the development of mobile commerce (M-commerce). The M-commerce is now becoming a major approach of doing business after the rise of e-commerce. The aim of this empirical study is to explore the factors that affect consumers' choice of M-commerce, which the author believes has profound significance in accelerating the promotion of M-commerce.Firstly,the definition of M-commerce is given from transaction perspective, e-commerce systems perspective and the perspective of extending M-commerce concept. For the purpose of this study, the author adopts the definition "M-commerce mainly refers to trading practices via mobile phones, pagers, PDAs and other mobile communications equipment and wireless Internet". Furthermore, to increase applicability, this study focuses only on mobile phone as the end user.Then, existing research by domestic and foreign scholars on the factors that affect consumer usage of M-commerce are summarized based on three perspectives, namely user satisfaction, evaluation and usage. Then, combined with theoretical models of reasoned action (TRA), Theory of Planned Behavior Model (TPB) and theory of planned behavior model (TAM) 17 assumptions are made to construct the conceptual model of this study.The researchers then devotes to the verification of the model through analysis of the survey data by a structural equation model. The survey data which consists of 652 valid units is derived from the revised related scale questionnaire combining feedbacks from teachers, schoolmates and respondents after trial survey. The analysis proves the practicability of the conceptual model and shows that 14 out of 17 assumptions used in the model are valid. Finally,For the conclusion of the study, the author provides some suggestions on how to promote M-commerce in different ways including usefulness, ease of use, risk, cost, reputation, and convenience.