Drivers Of Consumers' Channel Transfer Intention From Internet To Mobile Internet In A Multichannel Environment

The appearance of the Internet has created new channels,online channel is a product of the Internet.With the development of mobile communications technology and mobile Internet,mobile internet channel has won popularity for its special channel characteristics,such as mobility,immediacy,personalization,entertainment,etc.More and more enterprises have build their own mobile applications and application scenarios to attract more mobile users,to popularize business app,payment systems.The development of 4G and mobile devices make a channel transfer from PC to mobile devices.This article is to explore factors that promote customers make a channel transfer from Internet to mobile Internet,we hope the results can offer advice for new financial system building.After carefully literature research,combining with domestic and foreign literature,we extracted 6 independent variables(Perceived Behavioral Control,Perceived Convenience,External Influence,Perceived Personalization,Use Context,Perceived Entertainment),build consumer online-to-mobile transfer model.We used questionnaire research to test participants' channel transfer intention,with SPSS and AMOS statistic and analysis software,we analyzed validated questionnaires to verify hypothesis and research model,data analysis methods include Descriptive Statistics,Reliability Analysis,Data Reduction,Factor Analysis,ANOVA Analysis,Structural Equation Model Path Analysis.We found that Perceived Convenience,Perceived Entertainment,Use Context,External Influence,Perceived Behavioral Control have a significantly positive effect on consumer channel transfer intention.Use Context has a significantly positive effect on Perceived Entertainment,Perceived Personalization and Perceived Convenience.External Influence has a significantly positive effect on Perceived Behavioral Control.The model explanatory power is 73.1%.