A Study Of Influence Factors Of User’s Continuance Intention Of Mobile Shopping

With the maturity of 3rd generation communication technology, the popularity of mobile smart phone, the formation of consumers’ online shopping habits, more and more consumers begin to use mobile shopping. According to the data provided by the CNNIC, by the end of 2013, the scale of Internet users in mobile phone shopping reached $76.37 million, utilization rate is 16.5.Although there have formed a certain market share and use of the crowd, there are still some reasons hindering the users continue to use mobile shopping. Such as small screen, and high price. Enterprise’s first step success depend on Users’ initial adoption and usage to mobile shopping. But the actually success depend on users’ continuance usage. Based on the classical theory, we established a research model, and investigating the user with mobile shopping experience to verify the model. The purpose is to explore the influence factors which affect users continuance intention to use mobile shopping, and provide suggestions for future development of mobile shopping.Firstly we reviewed the research about mobile shopping, then confirmed that the user’s adoption and the continuance behavior are different, so it is necessary for studying the user’s mobile shopping continuance behavior. On the basis of the existing related research and the characteristics of the continuance behavior, we determine a research model based on the model of expectation of information system model(ECM-IT). Considering the ECM-IT has some disadvantages, such as fewer external variables, we introduced the value-based adoption model(VAM), and integrated this two models.On the basis of the model’s integration, we analysis the variables which influence the users’ continuance intention deeply. We integrated the research model with ubiquitous connections, contextual offering, perceived enjoyment, perceived risk, perceived fee and technicality. And we raised 11 hypothesizes based on the theory and research model.According to the classic study and the characteristics of the Chinese mobile shopping,we made a questionnaires of users’ continuance intention. And we collected 318 effective samples by web survey. Then, the article used SPSS17.0 and AMOS21.0 for data analysis, in order to verify the validity of the model and hypothesizes.The consequence of the research showed that the hypothesis about perceived risk was invalid. But ubiquitous connections, contextual offering, perceived enjoyment, perceived fee, technicality, confirmation perceived value and satisfaction were influenced the continuance intention indirectly or directly.At the end of the paper combined with the actual situation to explain the result of the research, and according to the conclusion we put forward some management suggestions about mobile shopping.