Study On Analysis And Its Application Of The Factors Making Users Accept Mobile Commerce

Generally speaking, mobile commerce (MC) is a business activity finishing goods or services trade through mobile or portable devices. The development of wireless network and popularity of portable computers, mobile phones, and PDAs (Personal Digital Assistant) lay a solid foundation for MC development. MC will be rapidly growing in the near future. At the present time, what factors making consumer accept MC and what MC applications are acceptable by consumers are two of hot issues both for MC providers and for MC researchers.This study focuses mainly on what factors making Chinese consumers accept MC. Based on attitude-intention-active theory and technological acceptance model (TAM) and real data, a model of factors making consumer accept MC is constructed. Then, through real data, this model is improved by structure equation model (SEM) and method. From the improved model, some main factors, which affect consumers to adopt MC, and influence coefficients among them are obtained. Sequently, an index system for evaluating is built from the derived factors. Choosing the factors uniformed as weight and using fuzzy evaluating method, and comparing MC applications from the view of consumers, some MC applications suitable for Chinese users are proposed. Finally, some suggestion for developing MC together with some methods for reducing consumer's perceived risk and promoting consumers' trusts are presented. In this study, both the software SPSS and ISREL8.7 (fullversion) are used to calculate some results.The results of this study are significant both in practice and research for further developing MC in China.