Factor Analysis And Empirical Research On Consumer Adoption Of Mobile Commerce

With the rapid development of the Internet and the popularity of handheld devices, Mobile payment, mobile Internet access and other functions is no longer far-fetched. While mobile commerce is not delivering the promises that many pundits had proclaimed just a few years ago in terms of providing unprecedented commercial functionality to the masses, it is still projected to be one of the main driving forces for next generation computing and a major revenue generating platform for many corporations. To compete in a marketplace dominated by wireless devices, businesses must devise effective mobile commerce strategies. Building successful strategies begins by recognizing the forces driving mobile commerce's emergence.However, many researchers believe in the success of m-commerce, there are little research results on how to develop a consumer-oriented mobile commerce strategy. For the sake of service provider establishing correct marketing strategies and promoting prosperity of mobile commerce market, it is of great significance to, based on foreign studies, study the mechanism and driving factors of mobile commerce under the circumstances of Chinese culture, and sum up the rules of consumers' acceptance of mobile commerce.The paper mainly attempts to study the forming mechanism and driving factors of consumers'acceptance to mobile commerce. On the base of the review of papers, the research prompted the influential factors model combined with TAM, IDT and consumer behaviors. The empirical analysis consists of two stages. The first stage is EEA, Which aims to filtrate the measurement items of all variables and form the ultimate survey questionnaire through the analysis of the measurement validity and credibility. The second stage is CAF., which aims to unveil the antecedents and consequences of mobile commerce quality through the structural analysis of the theoretical model. After the empirical analysis of 480 valid samples, it can be concluded that:1. It established and empirically proved the behavior model of mobile commerce consumers.Why a new technology can be accepted by consumers? The TRA, TPB and TAM theory can not be separated from this theme. Of current literatures of consumers'acceptance of mobile commerce, most are based on these three models. However, when these three models were used separately, they all have some explanatory power, and they also have some deficiency. It is possible to combine these three models due to their logical connections, and some empirical studies have shown that the integration model can improve the explanatory power. So, the paper try to build a initial model of influencing factors based on TRA, TPB and TAM model.Mobile commerce is widely considered to be a major technological innovation in commercial activities. It is necessary to consider the innovation of mobile commerce in consumers'acceptance research of mobile commerce. This study referred to the research results of IDT, added perceived risk characteristics into research model, expanded and amended this integrated adoption modelWhen consumers are shopping or choosing services, they will be affected by some factors of their own. According to 21st statistic report of CNNIC (China Internet Network Information Center), about 66.5% netizens who accessed the internet through cell phone are male. In this group, about halves are aged from 18 yrs to 24 yrs, while those who are in their 30's seldom access internet through cell phone. These mobile netizens are from all kinds of jobs. University students, workers, technologists, and service people are four major user groups, accounting for 13.8%,12.9%,12.8%,11.7% of the respondents respectively. The difference in zone, sex, age, educate degree,and social status etc, can be consulted for the research of mobile commerce. Apart from this, some intrinsic factors will affect consumer's behavior, such as values and lifestyle. We can refer to the consumer behavior theory.There is little research which combined TAM, IDT and consumer behaviors into a single model. And there is also few about mobile commerce with IDT or consumer behaviors theory. So, the study has great innovation significance2. This paper reveals the particularity of consumption behavior of mobile commerce. Factors proved to be remarkably influential to consumption behavior, such as observability and consumer involvement, fail to work on consumption of mobile commerce from various angles. Through questionnaires and empirical analysis, this paper does empirical research on key hypothesizes of the theoretical model and draws some important conclusions.a. The findings of this paper indicate that observability have no remarkable influence on real consumption variable.b. Consumer involvement, which is highlighted by Hawkins and Sheth, has been proved that have no remarkable influence on consumption behavior intention.c. The influence of leaders or elders, and the influence of idols have been proved that have no remarkable influence on consumption behavior intention.d. In this paper, the three factors most affecting the consumer behavior are the relative advantages of mobile commerce (perceived usefulness), perceived risks and the inherent quality of products (including content, speed, reliability, price and service).3. With factor analysis and cluster analysis, this research categorizes consumers into three different technological lifestyles and, by making comparative studies on consumers of different categories, it draws some important conclusions.First, like total sample, samples of the three categories of consumers support the key hypothesis and integrated model of the theoretical models in this paper.Second, among the hypothesizes in which both total samples and three sample clusters are justified, eight hypothesizes have significance level among every two of sample clusters; three hypothesizes have partial significance level among every two of sample clusters, to all of which this research gives reasonable illustration and specific advice. The fact that different conclusions are drawn through comparative study of three sample clusters helps strengthen the conclusions and explanatory power of the theoretical model of this research.