Study On The Behavior Of User’s Acceptance For Mobile Commerce Based On The Perspective Of Supply Chain

This paper use Structural equation modeling(SEM) to analysis the mobile commerce users’ acceptance behavior from the perspective of supply chain. through the corporate field interviews、survey questionnaires、interviews and web quiz to collect 78 valid sample data, using Structural equation modeling(SEM) to verify the model fit and research hypothesis of the established model. The research results show that:(1)Behavioral Intention influences use behavior directly, the influence coefficient of 0.516. Cost reduction、Time Saving、 Effort Expectancy 、Quality Improvement、Partner Trust、Technology Trust、Facilitating Conditions、Intention of the up-down influences use behavior indirectly by behavior intention.(2) The intensity of the impact of the cost reduction on the behavior intention is the largest which is 0.483. In the second place is the time saving. The time saving does not only have a direct impact on behavior influence, directly influence coefficient is 0.263, but also have an indirect impact on the behavior influence, influence coefficient is 0.483*0.321=0.155, so to save time on behavior intention influence coefficient is 0.418. Then as the technologies of trust(0.397),(0.382), and improve the quality of upstream and downstream nodes attitude(0.378), a trusted partner(0.329), convenience(0.265).(3) Effort expectancy has a negative effect on behavioral intention, the influence coefficient is-0.173, the greater the expected pay, the more will reduce the degree of behavioral intention.