Research On Influencing Factors Of Shopping By Mobile Devices

China’s mobile E-commerce will be put to a new level with the popularity of mobile 4G in China, the development of mobile e-commerce security technology and the gradual improvement of relevant laws. Data iResearch released shows that it reached more than 519.99 billion yuan in China E-commerce transaction in the third quarter of 2015, 22.7% more than last year, rose 5.9%.The number of the person using mobile device to going shopping online has exceeded PC, so it has become the mainstream to use mobile device to shop in the Internet market. In the context of M-commerce prosperous development, studying the factors that have important influence on adopting mobile device to shop has extremely far-reaching theoretical and practical significance to promote and to spread M-commerce.Firstly, concepts of the traditional E-commerce and mobile E-commerce are introduced, and their differences are given. Besides, theinfluencing factors on consumers using M-commerce are reviewed and summarized.Then, the paper gives factors affecting consumers using mobile device to shop online, raises14 hypotheses and build theoretical model of this paper based on the technology acceptance model, rational action theory, and planning action theory. Meanwhile the paper designs the questionnaire according to the model, and then distributes questionnaires and collect data through questionnaire star platform. The paper gets 339 validated from 343 questionnaires with answering rate98.8%.Finally, SPSS20.0 is adopted to analyze the collected data. The analysis results show that perceived usefulness and perceived ease of use have positive effects on consumers to use mobile devices for shopping, and play a mediating role in the various influencing factors. Subjective norms, network security, technology security, purchase cost and self-efficacy have significant influences on perceived usefulness. Subjective norms, network security, technology security, purchase cost and trust have significant influences on perceived ease of use. The paper puts forward marketing advices and the next step of research projects based on the results of the study.