The Resrach Of Mobile E-Commerce On Influence Factors Of Consumer Behavior

Both global and China’s mobile e-commerce has made development by leaps and bounds, in the future China is likely to surpass the USA as the largest market of mobile e-commerce. This article is based on the mobile e-commerce, the purpose is to study the factors affecting consumer behavior in order to provide advice to operators and enterprises of providing marketing strategy mobile e-commerce. This paper established a mobile e-commerce consumer behavior factors model, validated the model content, enabling enterprises to more clearly understand the consumer’s opinion on products and services offered, thereby improving their service levels and enhance the popularity of products, and develop appropriate marketing strategies, highlighting features, build the core competitiveness.Firstly the paper analyzed, compared and summarized the existing literature that regarded the development of domestic and foreign mobile e-commerce and the studies related to consumer behavior, Constructed a mobile e-commerce consumer behavior factors model and make relevant assumptions. The model and assumptions was validated by empirical research methods that liked Questionnaire design and research, correlation and regression analysis and so on. It is based on the theory of planned behavior and TAM model that this paper introduces risk,cost,personal innovation and perceived entertainment-related factors to create research model, empirical research was supported by the relevant conclusions about the factors affecting consumer behavior intentions from a more comprehensive perspective through. The results obtained in this article believe that the individual creativity, perceived usefulness, subjective norms, and perceived ease of use of consumer behavior has a direct intention by the positive influence, perceived risk and perceived costs on consumer behavior intention to have a negative impact. Finally, provide a targeted marketing strategy recommendation for each node in the mobile e-commerce industrial chain, provide a reference for enterprises to carry out related marketing activities.