Consumer Purchasing Behavior Modelof Mobile Commerce Based On Utaut

With the rapid development of mobile Internet, the research of the factors impactingmobile commercial consumers’ purchasing behavior is particularly important. Based onUnified Theory of Acceptance and Use of Technology(UTAUT), this thesis build theresearch model combined with the characteristic of the mobile Internet. The data thisthesis required was collected by the questionnaire, which are used for hypothesis test viastructural equation. According to the results of the research, then proposed suggestions formobile operators and merchants who run APP clients to attract more mobile commercialconsumers.Firstly, this thesis introduced the background and significance of the research, therelated literature at home and abroad and the mature theory model are also demonstrated,then the research direction was determined. Based on the model of UTAUT and thecharacteristics of mobile Internet, the research treats the performance expectation, theefforts of expectation, social influence, perceived risk, perceived convenience, interest,individual innovative awareness, which are the key factors that impact mobile commercialconsumers’ purchasing behavior as the variables, then build a theory research model aboutfactors which impact mobile commercial consumers’ purchasing behavior and put forwardthe relevant assumptions.Secondly, questionnaire survey was performed to collect data for empirical analysis ofthe research model. Descriptive statistical analysis and the reliability and validity analysisare carried out on the356valid questionnaires by using SPSS19. The hypothesis test aremade for the result by AMOS17.0. The result shows, the performance expectation, socialinfluence, perceived risk, perceived convenience, perceptual fun, individual creativity aresignificantly influencing mobile commerce consumers’ purchasing behavior innovative, onthe other hand, the influence of effort expectation is not significant.Finally, according to the results of the empirical analysis, in view of the mobilebusiness operators, mobile commerce platform merchants, consumers, this thesis proposeduseful strategy that focus on promoting mobile business consumer buying behavior.Mobile business operators should strive to promote wireless coverage, improve thesecurity level of mobile network and mobile terminal, and the performance, interestingexperience and market penetration of APP. Mobile commerce online businesses shouldpromote consumer’s performance expectation, reduce their perceived risk of the products, and promote mobile business consumer’s shopping convenience. Consumers should striveto master the mobile network technology, reduce their own familiar with the uncertainty ofinformation and electronic commerce legal knowledge, enhance the awareness of privacyprotection.