Factors Affecting E-commerce User's Transfer Behavior From PC To Mobile

The popularity of smart phones and the development of mobile Internet technology are changing people's transaction ways and shopping habits gradually,people are transferring from the PC to the mobile terminal when they carry on e-commerce activities.Mobile commerce will undoubtedly become the trend of development of e-commerce in future.Nowadays,there are a large number of traditional e-commerce PC users in our country,if we can attract these PC end users to the mobile terminal successfully,it will be helpful for e-commerce enterprises to enhance their market competitiveness,and it is very important for the sustainable development of the enterprise in the future.Therefore,summarize the factors that affecting the transfer behavior of e-commerce users from the PC to the mobile terminal,and then,take corresponding measures to promote the PC users transfer to the mobile terminal is the key to the development of e-commerce enterprises.Based on the perspective of e-commerce buyers,we carry out this study through theory research and empirical analysis.Firstly,we review prior literatures on e-commerce,mobile commerce,user acceptance and user transfer theory,summarizes the key factors affecting e-commerce users transfer from the PC side to the mobile terminal,and explore the reasons for users' transfer behavior.And then,build the structure model and measurement model.Secondly,consider previous mature research scale to design the questionnaire for the buyers of the main B2C and C2C e-commerce website in china,and then,send questionnaires to conduct the survey.After that,we receive 341 usable respondents.Finally,we use the SPSS24.0 and AMOS21.0 software to make statistical analysis and structural equation test on the questionnaire data,and analyze the impact of each research variable on the user's transfer behavior.In this way,we can find the advantages and disadvantages of the mobile e-commerce,and put forward some useful suggestions to e-commerce enterprises.We draw these conclusions through the empirical study:(1)Users' perceived usefulness has a positive impact on their transfer attitude and transfer intention,and it reflects that perceived usefulness has a push effect on users' transfer behavior;(2)Users' Perceived ease of use,perceived enjoyment,perceived preferences,and real-time interaction have a positive impact on transfer attitude and transfer intention,and it reflects that these variables have a pull effect on users' transfer behavior;(3)Users' perceived security has a positive influence on transfer attitude,reflecting the mooring effect that prevents users from transferring to the mobile terminal.(4)Users' perceived enjoyment is a mediate variable which effect perceived usefulness,and perceived ease of use also has a positive effect on perceived usefulness and perceived enjoyment.These conclusions will be meaningful for e-commerce enterprise to attract PC users to transfer to the mobile terminal,and help them develop mobile business and seize the market.