Tam-based Mobile Business Users To Accept The Influencing Factors

In recent years, with 3G technology continues to mature and to promote, the number of mobile users increasing day after day, Mobile commerce market has huge potential. In order to occupy a strong position in mobile commerce market, the mobile business operators put forward a series of measures, such as the increase in mobile commerce services; expand the scope of use, increasing services and so on. However, if these measures work? How can we find the focal point of users using mobile commerce? This issue has become the key address in mobile business operations.Based on existing information technology acceptance theory and TAM (Technology Acceptance Model), combining the characteristics of mobile commerce, lead into innovative, herd behavior, perceived trust and perceived costs and other factors, establish a theoretical model of mobile business user acceptance influence factors in china, And with large young users, to investigate the main factors which affect the development of mobile commerce by survey method, To analyze the impact of user acceptance of mobile business models of the main factors and the relationship between various factors, then propose proposals for the development of mobile commerce.Based on the findings, we propose that the development of mobile commerce in China should pay attention on four areas:(i) Because of innovative direct positive impact on the user's attitude, so we should increase the range of services, improve service effectiveness; (ii)herd behavior has a strong correlation with use of perception, so we should increase the intensity of development to protect existing users while improve service quality; (iii) perceived ease of use direct positive impact on the user's attitude, so it's essential for us to streamline the operational processes, and enhance ease of operation of the terminal; (iv) Perceived trust have a direct positive impact on perceived attitude, so to strengthen brand awareness, and improve user confidence, can also Promote the development of mobile commerce in China.The main contribution of this paper is mainly reflected in the following areas:(i)Through the carding theory of user acceptance of information systems, put forward a model of impact factors of China user acceptance of mobile commerce, and verify its validity through empirical research;(ii)Compared with the related research, hypothetical model of this study introduced herd behavior, innovation and other factors, used to analyze the impact of China's mobile business user acceptance factors and reasons, it's important for promote the development of mobile commerce in China;(iii)Focuses on the relationship research between "herding" (The herd mentality) and user behavior on the intent of mobile commerce, and through research we found that mobile business users have a positive correlation behavioral ,that the user adoption of mobile commerce in China significantly affected by the herd behavior factor;(iv)According to the conclusions and the Development of Mobile Commerce in China, we made several recommendations to promote the development of mobile commerce in China.