Research On The Affecting Factors Of Mobile Shopping Apps Users' Consumer Behavior Based On UTAUT

With the development and popularity of the mobile Internet,mobile shopping apps are noticed by each big electronic business enterprises and have been developing.At the same time,they are favored by more and more consumers now.So,it is particularly important to research the influence factors of the apps users' consumption behavior.Based on Unified Theory o f Acceptance and Use of Technology(UTAUT),this thesis builds the research model on the affecting factors of mobile shopping apps users' consumer behavior,combining with the characteristics of mobile shopping apps.The data this thesis requires is collected by the questionnaire,and is carried on the theoretical and empirical analysis,finally,puts forward the corresponding marketing strategies with the results of the study.First of all,this thesis introduces the background,the significance and the content of the research,and reviews the related literature at home and abroad.On this basis,this thesis defines the important concepts inside the research,and introduces the main theory and theory models of consumers' behaviors,then the research direction is determined.Therefore,based on the model of UTAUT and the characteristics of mobile shopping apps,the research considers the performance expectation,effort expectation,social influence,perceived risk and perceived convenience,which are the key affecting factors that impact consumers' purchasing behavior of mobile shopping apps as the variables,then builds the theory research model on factors which affect consumers' purchasing behavior of mobile shopping apps and puts forward the correlative assumptions.Secondly,collecting data by designing and issuing questionnaires for the empirical analysis of the research model in this paper.Descriptive statistical analysis,the reliability and validity analysis are carried out o n the 669 valid questionnaires b y using SPSS19.0.The hypothesis tests are made for the result b y AMOS21.0.The results of the research show that the performance expectation,effort expectation,social influence and perceived convenience are having significant positive influence on consumers' purchasing willingness of mobile shopping apps;the perceived risk is having significant negative influence on consumers' purchasing willingness of mobile shopping apps;the willingness and the perceived convenience are having significant positive influence on consumers' purchasing behavior of mobile shopping apps.At the same time,the performance expectation is having partial intermediary influence between the effort expectation and purchasing willingness,the social influence and purchasing willingness of mobile shopping apps' users.Finally,according to the results of the empirical analysis and theoretical analysis in this thesis,in opinion of the users,commerce platform merchants and business operators of mobile shopping apps,this thesis proposed useful strategies that focus on promoting consumers' buying behavior of mobile shopping apps.