Research On The Factors Influencing The Intention Of Mobile E-Commerce Users To Continue To Use The APP

Mobile e-commerce has become a trend in the future development of e-commerce, mobile terminal will replace the PC and become the "main screen" that user use to contact commercial enterprises,which has been recognized as one of the industry trend. For the development of mobile commerce, Mobile e-commerce offers great opportunities and prospects. This study will set the perspective for users’ after-use of mobile e-commerce and study the factors influencing users continue to use. This paper build a theoretical model of this study by comparising ECM-IT and expected value theory and combining with the research object of this paper. On this basis, I designed the questionnaire, began an investigation and analysis the data. Hypothesis has been verified, and that customer satisfaction is the most important factor affecting the intention of users to continue to use the mobile e-commerce APP. In addition, confirmation has a positive or negative impact on each dimension of the perceived value and each dimension of the perceived value has a positive or negative impact on customer’s satisfaction. Based on these verified assumptions I come to the company’s marketing strategy, including the company should focus on the life cycle of different users, build customer perceived value of the screening system, make users centered, attention to customer satisfaction and so on.