Research On The Influencing Factors Of Consumers’ Intention To Mobile Shopping

In the past few years,the rapid development of mobile communication technology has a direct impact on the way of mass consumption.The new way of shopping,which is not limited by time and space,can enjoy the shopping experience anytime and anywhere,quickly captures a large number of consumers,and the number of mobile shopping consumers grows rapidly.With the increasingly powerful functions of mobile devices,the more rapid resp onse of the network,and the faster mobile payment,mobile shopping has become the first choice of mass shopping.Corresponding to the rapid growth of mobile shopping scale is the relatively lagging theoretical research of mobile shopping,China’s mobile shopping scale still maintains a high growth rate,and the mobile shopping model has great potential for growth.However,the research on mobile shopping focuses on the development of information technology,less on the generation process and internal mechanism of mobile shopping intention.The purpose of the paper is to fill this gap,which has certain theoretical and practical significance.The research is based on technology acceptance model,innovation diffusion theory and planning behavior theory,six influencing factors,namely perceived usefulness,perceived ease of use,perceived quality of service,trust,perceived risk and perceived cost,are proposed,which indir-ectly affect the intention of mobile shopping through the mobile shopping attitude of consumers;subjective norms and perceived behavior control have a significant impact on mobile shopping intention directly.In the research,344 valid questionnaires were collected through the combination of online distribution and offline distribution.After Amos21.0 building structural equation model analysis,all assumptions are supported.According to the data test results,the paper discusses the research conclusions in detail,and provides marketing and management suggestions for mobile shopping marketers.The research puts forward a comprehensive and complete influencing factors of mobile shopping intention,reveals the intermediary path of the generation of mobile shopping willingness,reflects the generation process of mobile shopping intention,and has some innovation.However,in the whole research process,due to the constraints of various conditions,there are still some limitations in the research,and further research is needed in the future.