Research On The Influencing Factors Of Consumers' Willingness To Move Shopping

Just a few years mobile shopping quietly into people’s daily life,from sitting in the desktop before clicking the mouse under their own favorite "baby" traditional online shopping anytime,anywhere strokes touch screen mobile phone browse product details of the mobile shopping,People are imperceptibly accept the use of mobile shopping this emerging e-commerce applications.The end of 2016 iResearch data show that mobile phone users reached 656 million.Although the size of the mobile shopping market has been formed,but some users choose to give up mobile shopping,because the screen is too small or higher fees reasons.Mobile operators want to get long-term profit not only to attract more users to use mobile shopping and to ensure the continued use of the user.In order to put forward the feasible measures which are beneficial to the development of mobile shopping,we will obtain the determinants that affect the users’ continuous use of mobile shopping.This paper puts forward the hypothesis,constructs the model and analyzes the collected data scientifically.This paper summarizes the classical theory and model,and understands the key influencing factors of consumers ’mobile shopping by retrospecting the theory and research of behavior and related theories of consumers’ adoption and use at home and abroad.(ECM-ISC model and D & M model)and add the external variables((system quality,quality of information,quality of service),perceived conversion cost,subjective norms,etc.)based on the characteristics of mobile shopping.Based on the hypothesis of the willingness to use mobile shopping,12 scholars have established 12 research hypotheses in conjunction with the actual study.The questionnaires were collected through the online platform,and 320 valid samples were obtained through the online platform.The questionnaire was published on the online platform by reference to the research and design questionnaire of the classic five-level scale and scholar.Then,SPSS20.O and AMOS21.0 were used to verify the validity of the research data and to verify the structural equation.All the hypotheses were established,and the influencing factors(perceived conversion cost,perceived entertainment,subjective norms,etc.)Consumers continue to use mobile shopping will,and finally in accordance with the conclusions of the proposed management recommendations.