Empirical Study And Model Of User's Acceptance For Mobile Commerce

With the rapid development of wireless techniques, the traditional e-commerce such as B2B, B2C began to permeate from the stable IP network to the domain of mobile signal communication network. The features of wireless network's convenience, quickness and ubiquity not only bring new business chance to the enterprises, but also bring new hope to e-commerce. Just because of m-commerce's features of shifting and making communication anywhere, a large part of customers focus their view on m-commerce. As the mobile network evolved from the 2.5th generation to the 3rd generation, the processing ratio of mobile data supported by mobile network will be more rapidly, tendency of m-commerce development will be more and more obviously, and which will be the new point of growth of cyber-economy.In developing the mobile commerce, the most important factor is customer, therefore, more attention has been paid by scholars to research the behaviors of customer acceptance to mobile commerce. The achievements can help enterprise to know which element remarkably influence the customers on their acceptance of m-commerce and which application be more likely to be accepted by customers. Now, the exploring of factors affecting the customer adoption of mobile commerce in our country was just on the beginning. Ever since the year of 2008, we made great progress, but lots of researches were based on the Technology Acceptance Model. Originally TAM was proposed to explain the behaviors of employee acceptance of new technology. Under this circumstance, the employees were often passive to accept new technology, and they didn't have to pay for the cost. The enterprises' aim was to improve employees' working efficiency. On the contrary, the extensively applications of m-commerce depend on the active and voluntary involvement of customers, in the meanwhile, customers should pay for their using. So, to a great extent, the customers' subjective feelings decide whether the model of mobile commerce success or not. From the users' view, this research mainly discusses customers' using wish of mobile commerce at present and the factors that influence the acceptance of users. Based on related literature review taking the theory of Technology Acceptance Model and Customer Perceived Value as the foundation, and combing with the Theory of Reasoned Action, Theory of Planned Behavior and Innovation Diffusion Theory, the current article proposes that affect the users' acceptance of mobile commerce, and then constructs the research model. We mainly take the university students in Jinan city of Shandong province and younger office employees in enterprises as the interviewers, and take the user population statistic variable as the controlled variable, carry on the empirical analysis via the statistics tool of spss13.0 on research of factors affecting using intention of mobile commerce. Research discovers that there are remarkable differences in accepted behavior of mobile users according to different population statistic variables, in the meanwhile, consumer innovativeness has remarkable influence on users' behavior, while the development of m-commerce has also have certain influence on users' acceptance.