Mobile E-Commerce User Behavior Analysis

With the development of smartphones and Internet technology,mobile e-commerce industry is thriving.Mobile shopping exceeds PC shopping and becomes the major shopping pattern.Fragmentation of users' time,information,need and channel makes users'shopping scene get away from the limit of time and site,and the mobile shopping group is extremely large.When facing with these large mobile consumer group and transformation of shopping scene,mobile shopping application changes from the original comprehensive B2C or C2C platform to flourish vertical applications,including fashion,mommy&baby,cross-border,fresh and home.But fast development of Internet and penetration of smartphones have slowed down the increase of Internet users on smartphones,and chance of mobile side improvement is smaller,bonus of Internet users on smartphones is fading away.There is fierce competition between mobile e-commerce platforms about fighting for users,and they need to know more about users' features and consuming habit to improve user stickiness and explore potential customers in this fierce competition.We focus on Wuhan citizens,and do survey about user features and influence factors of their using behaviors on mobile e-commerce,and find influence factor of user stickiness and usage intention.Research context includes the following aspects:Firstly,analyze mobile e-commerce user features and current using situation,get users preferences and concern.Secondly,use order model to explore influence factors of using frequency,find differences between high and low frequency users,and divide user group.Thirdly,aiming at high frequency users,build up influence factors' framework of continuous using intention,and combine subjective comments with individual characteristics,using structure equation model and random forest to explore what factor can influence continuous using intention,and finally know which way is the best way to improve user stickiness.Fourthly,using binary choice model to analyze potential users'using intention,and find what factor can change these people into high frequency users.Fifthly,find evidence of questionnaire survey and draw complementary conclusion by network data mining and doing major investigation,and then know users' honest opinion.We get following conclusions:Firstly,people often use mobile shopping application when they are at home,and female is major user of mobile shopping.Holistic using frequency isn't high but consumption intention is strong.Secondly,the existing problems of mobile shopping is quality of commodity,fraud user comments,personal information stolen and poor after-sale quality.Thirdly,concern of quality and gender is male can decrease using frequency,but long duration of using and high intent consumption amount can increase using frequency.Fourthly,concern of account safe and senile feature can decrease using intention of potential customers,but high intent consumption amount can increase using willingness.Fifthly,degree of expectancy confirmation,perceived entertainment,perceive usefulness,customer satisfaction and perceived ease of use contribute to continuous using intention.User income,age,consumption desire and buying necessaries have influence on continuous using intention.And,shopping pattern and commodity quality also influence continuous using intention.Sixthly,software compatibility is the most popular topic user talk about,and negative comments of software are much more than positive comments,at the same time,online payment and logistics are users' major concern.