Study On Influence Of Customer Cognition On Use Intention Of Mobile Shopping: Perspective Of Customer Emotion

The mobile Internet has entered the outbreak growth stage, which has wide development prospects. As an emerging market gap in the market, the mobile shopping has also been started to scramble for the merchants. In this market, the one will dominate the market and have the first mover advantage if it seizes the user. Researching of customer emotion and a deeper understanding of the customer's consumption psychology, can make the enterprise better predict consumers' behavioral intention and then develop the marketing strategy. Therefore, combining with customer emotional mediation and exploring the factors influencing consumer's use intention of mobile shopping has important practical significance for mobile electricity enterprises expand user group better, and win a first mover advantage. The aim of thesis is to study how to let customer get a positive emotion and raise use intention of mobile shopping for the enterprise through the customer emotional mediation.Based on the consult and comb of cognitive theory, customer emotional theory and the theory of behavioral intention, it defines the concept of mobile shopping, makes a comparison analysis of mobile shopping and network shopping about the character, and identificates the influence of the use intention of mobile shopping. Based on this, act the standard learning hierarchy theory and the theory of technology acceptance model as the foundation, the thesis uses customer emotion for mediation, puts forward the conceptual model and research hypothesis. And through the way of questionnaire survey, we make a hypothesis test and result analysis. The main purpose is to further expand the application field of technology acceptance model, to rich emotions related theory and to provide reference for enterprises to expand mobile shopping consumer group.The methods of the thesis include literature review, in-depth interviews method, inductive reasoning method, factor analysis method and regression analysis method etc. By using literature review method, we make a summary of literatures about customers' cognition, customer emotion and use intention, which lays a goodfoundation for the study of the thesis. By using comparative analysis method, we make a comparative analysis about the characteristics of mobile shopping and Internet shopping. By using in-depth interviews, we make an adjustment and correction of the questionnaire measurement scale, to ensure the content validity of the questionnaire. In order to gain a lot of practice, we adopt questionnaire investigation to do an extensive research. And then we do the research hypothesis validation step by step through factor analysis and regression analysis.The innovation of the thesis is that as the basis of the standard learning hierarchy theory and the theory of technology acceptance model, combining with the characteristics of mobile shopping, it put perceived usefulness, perceived ease of use, perceived risk, perceived epidemic, perceived hedonic into customer analysis of the cognitive category, mediation by customer happy emotion and emotional control, construct the conceptual model and empirical test. The research has an important theoretical significance and practical value. And we hope it can further enrich the customer emotion theory and can play a guiding role for the modern enterprise management.