A Study On User’s Adoption Behavior To3G Transactional M-commerce

With the fast development of E-Commerce and3G communication technology,commercial activities on our mobile equipments have become an indispensable part ofour daily life. However, since mobile commerce involves the exchange and transfer ofcash and personal private information, some prominent problems such as privacy, safetyand reliability have shown in this newly-emerging service industry. In recent years,researchers’ studies in this aspect have become the key area in studying consumerbehavior. As technology acceptance model enjoys great status in information systemuser acceptance research, many researchers have also taken it as their theoretical basisin mobile commerce user acceptance study. What’s more, considered that mobilecommerce can conveniently provide service at any time and any place, they haveadjusted technology acceptance theory and among them, the UTAUT model is mostobvious.Due to the backwardness of China’s communication service, few researchers inChina have done such studies. With short of pragmatic research in the domestic marketand3G network going around, China’s mobile commerce has witnessed a dramaticburst. Among them, transactional mobile commerce, concerning users’ money, hasattracted most operators. So this paper chooses to take UTAUT concept as model, startwith3G transactional mobile commerce, tries to study the influence factors of users’ usebehavior, and seeks to provide reliable theoretical support and operational advice byemploying data analysis method and questionnaire survey to collect data.This paper uses both normative research and quantitative research methods tomake analysis. Firstly, we make the literature reviewing of TRA, TPB and TAM etc. andsummarize these classical theory.It has been found that UTAUT is the most effectivetheory. After determining the base model in this paper, according to the domestic3Genvironment, referring to the perceived cost, perceived risk, personal theories ofinnovation as a model to join the new independent variable, and thus construct aimproved model of this study. In addition, this paper adds communication cost permonth as a new control variable while retaining the original model. And we use SPSS toanalyze the ready data. The methods of descriptive statistics, reliability and factoranalysis, and also regression analysis are used to study the factors which will influenceconsumers to use mobile commerce trading.The originality of this paper is that it has brought in a new variable of personal innovation and perceived risk, proved the influence of personal innovation on users’intention and behavior of3G transactional mobile commerce, and verified that itobviously influenced use behavior in an indirect way through intervening variable useintention, which have offered research approach and foundation for reference.Meanwhile, through analyses of perceived risk, use intention and use behavior, thispaper has verified that this variable, perceived risk, does not has significant influence onuse intention and use behavior, which can provide some thoughts in the future research.