Mobile E-Commerce User Acceptance And Influence Factors Analysis

Nowadays, with the development of mobile Internet, Mobile e-commerce relying on the advantages of unconstrained by any time and space, gradually infiltrated to the consumer daily life, and became an important way of business. The development of mobile e-commerce provides more possibilities to the mobile Internet users, the telecom operators, the internet companies, and the traditional enterprises.Therefore, exploring the degree of consumer acceptance and the users behavior influence factors is important to the development of the upstream and downstream enterprises, and the promotion of mobile electronic commerce, then it needs to pay more attention.This study attempts to start from the network externality theory, combined with TRA, TPB and TAM model, reference customer satisfaction index model(CCSI model) related influencing factors, and then design the general model of acceptance mobile e-commerce. The study collected484valid questionnaires. First, use SPSS20.0to statistical analysis, reliability and validity analysis. On the basis of the hypothesis, the study revised the model.This study proposed12influence factors, in addition to the brand image and perceived risk, the rest of the influence factors are verified. According to the results of model validation, network externality is a very important external variables, which positive influence on the perceived usefulness and the perceived ease of use. The second important factor is the service, the quality of service level affects the perceived quality, and the perceived quality impact on the user attitude. The perceived cost has little impact on the user attitude, indicating the user have became to pay more attention to the quality of the products. Finally, the study provides some advices for telecom operators, Internet companies and traditional companies, and then gives the prospects for future research.