| Traditional e-commerce is influencing and changing the way people live and work habits. And as an extension of the traditional e-commerce,the influence of mobile electronic commerce is more apparent. Moving the Electronic Commerce basis is Internet, moving main Electronic Commerce characteristic is nimble, simple, convenient.at the early stages of mobile e-commerce development the innovation of the mobile terminals and wireless network lead the mobile e-commerce applications development. However, with the satisfaction of the basic needs of consumers, more consumers are concerned about a deeper level needs, such as service needs, social needs and individual requirements. Thus, mobile e-commerce related enterprises should change their misconceptions. They should pay more attention on consumers’behavior and needs.The paper focuses on the theory of consumer behavior and review of the relevant literature on mobile commerce application technology, marketing, consumer psychology, etc. On this basis, while concerned about the development of mobile e-commerce industry and the News. The paper analyzes the mobile e-commerce market size and scope of application, and then the specific analyzes to promote the rapid development of mobile e-commerce fundamentals and innovation factors. Then from a different perspective paper elaborated mobile e-commerce problems in the development process and analysis the reasons for its emergence and existence. Next give Suggestions for improvement. Finally, the paper takes the college students as the research object for case study. |
