Research On Decision Behaviours And Value Forming In Mobile Commerce

As the technology matures, wireless networks increasingly popular in social production and life, the impact of which in the future will be far-reaching and can not be ignored. With the application of wireless technology, any transaction can beyond the space or time constraints, in anywhere and at anytime.Based on wireless technology and its social applications, the traditional business model will also be affected by their impact and challenges.This paper will combine the trends of these changes and challenges in logistic company to find out the main influencial factors followed by the route of anlyzing the mobilie commerce and the decision behaviours under the wirless net work environment.First, researches about acceptance decision behaviours in mobile commerce.When any new technology appears, decision behaviours under the conditions of new technologies should be firstly make clear,whether consumers or enterprises. Althought mobile commerce technology has matured, in social activities it is diffcult for mobile commerce to be widely accepted.Following the application analysis of TAM model, the questionnaire of acceptance degree was designed to anaylisis the influencing factors based on the principal component analysis methods. As the result five factors was extracted to replace the privious 2 index system in TAM model. The study has shown that five aspects such as utility and effectiveness of the health from many factors are mostly concerned with the consumers, and we should mainly focus on these aspects from the mobile business promotion activities.Next, real time transaction behaviour research. Because of its ease of access to information in real time of mobile commerce decision-makers can get the information needed for decision making in almost real time access, which is much different from the professional inteligent department to prepare the information in the past. For this reason, we first analyzed problems arising from real-time and interactive nature during the decision-making in mobile commerce. We analyzed this process combined by classical Simon's decision theory and Game Analysis, the transaction behaviours model was also established with the example of purchasing behaviors under the mobile commerce environment.Then, Cooperation and competetion behaviours research in mobile commerce. During the research the uncertainty of role for mobile operator was analyzed based on Game Theory.the uncertainty can be devided into three layers:Uncertainty from the company, uncertainty from the market and the uncertain relationship between the companies in the chain.Qulitative process simulation was used to establish the game equilibrium model and corresponding programing was inducted. Based on which, the equilibriums under different environments was conducted.Next, mechanisim research of value forming.The participate companies activeties can be seen as a series of mobile commerce value creation process. The company is one part of the total value chain composition, these disparate but inter-related with the mobile commerce activities, constitute a dynamic process of value creation.When the inner and out environment and parter roles were researched, we has creatively established the multi-agent modela that express the laws of funds flow and information flow in the value chain. The main properties and its interactive agent behavior was analyzed verification and simulation of the model was carried out with AnyLogic. The study has shown that Mobile commerce is still at the initial development stage, the data service providers and access service providers are in a rapid increase in revenue growth period. At the same time the value of mobile commerce in the distribution and growth rates are different, the content service providers, the latter part of the growth rate was significantly higher than the value of access to service providers to obtain, indicating that the next few years will be a rapid development period for different content services, the mobile commerce will usher the era of content services business.At last, problems and key decision-making characteristics in logistics companies under mobile commerce environment was researched as the example of easttop logistic company in Shenzhen. The paper designed construction and improving plan based on the orginal base the company and also the primitive net work topology.The principal of information system constructing was pointed out and the basic guiding and ideas was made and aslo corporate network based on mobile commerce system architecture was designed.