| Mobile online shopping is a kind of online shopping behavior that consumers buy goods and service by using smart phones and tablet computers to access the Mobile e-commerce site. the Transaction size of mobile online shopping has been in its high-speed growth stage in recent years. But the Transaction size of mobile online shopping is still too small compare to the traditional online shopping transaction size. For mobile e-commerce enterprises, the understanding of consumers’ initial use intention’s affecting factors of mobile online shopping is very important. College students are very important for the mobile e-commerce businesses, when They going into society, they will become the main force in the use of mobile online shopping. Therefore, the main purpose of this paper is to study the factors that affect students’ initial use intention of mobile online shopping.This article’s analysis of influencing factors of initial intention to use mobile online shopping is based on the Unified Theory of Acceptance and use of Technology. UTAUT is one of the classical theories of technology acceptance research areas. Many studies based on technology acceptance theory research model to explain the relationship between the Influencing factors and the use of intention. Technology acceptance theory is widely used in the field of e-commerce research. This article build a influencing factors model based on UTAUT theory to attempts to explain how these influencing factors affects the consumers intention to using mobile online shopping. in order to verify the assumptions presented in this article, the author set up a questionnaire survey to collect data. After this, the author verified the assumptions previously proposed by empirical testing.This paper consists of five parts:The first part includes the background of this study, and the meaning and ideas.The second part includes the definition and related theoretical overview of this paper.The third part includes the setting of the research model and presenting of assumptions.The fourth part is the data analysis. in this part the author test the reliability and validity of the questionnaire data with SPSS software and verify the assumptions made in this study:1. Performance expectation have a significant positive impact on the students initial use of mobile online shopping intentions.2. Efforts expectation have a significant positive impact on the students’ initial use of mobile online shopping intentions.3. Performance expectation is a Partial mediator between Efforts expectation and the students’initial use of mobile online shopping intentions.4. Social influence have a significant positive impact on the students initial use of mobile online shopping intentions.5. Performance expectation is a Partial mediator between Social influence and the students’initial use of mobile online shopping intentions.6. Perceived playfulness have a significant positive impact on the students’ initial use of mobile online shopping intentions.7. Perceived playfulness is a Partial mediator between Efforts expectation and the students’ initial use of mobile online shopping intentions.8. Perceived risk have a significant Negative impact on the students’ initial use of mobile online shopping intentions. The fifth part is the Conclusions and discussion of this paper.The possible innovation of this paper:1. The Technology acceptance and use of the unified theory (UTAUT) is introduced to the research on college students’ initial use of mobile online shopping intention’s influence factors.2. According to the division for the level of user’s technical use of the technology acceptance research field, this paper divide the level of consumers use mobile online shopping.3. This paper introduces the Perceived playfulness as a influencing factor to the research of the students’initial use of mobile online shopping intention. The Deficiencies of this article:1. The Survey’s questionnaire samples are all comes from four universities of Chengdu, so, it is difficult to fully represent all of the student population.2. This article’s survey objects are limited to college students, although this has some practical significance meaning, but it also limits the scope of the conclusions of this study.3. this article lack of a comparative analysis of the students’initial use of mobile online shopping intentions’influencing factors between the different gender、 different age、different academic levels. |
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