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The Study Of Consumers' Acceptance Model Based On UTAUT

Posted on:2012-04-22Degree:MasterType:Thesis
Country:ChinaCandidate:X L ChengFull Text:PDF
GTID:2189330332973690Subject:Business management
Abstract/Summary:PDF Full Text Request
Mobile commerce is a new business model which conduct business transactions though wireless network. The development of China mobile commerce has enormous potential users and markets; it takes a more and more important part in the world mobile commerce. Therefore, the research on China mobile commerce, especially the acceptance of users, has raised domestic and international academics'concern. The latter has been used to analysis the key factors which influence Chinese users accept mobile commerce as well as compare and contrast with foreign users.The research is based on UTAUT and has tested its application in China. According to the conditions of Chinese market, two new variables are added on UTAUT basis and the research model has been set. We collect data by online questionnaires and do data analysis by AMOS and SPSS. We also inspect the assumption set by the research model to judge the key factors which influence Chinese users accept Mobile commerce. In addition, this article also diagnoses if foreign users accept mobile commerce and comparative analysis the differences between chinese and foreign users perception.The innovation of this research is it verifies UTAUT's applicability and builds the mobile commerce user's acceptance patten in Chinese background, it comparative analysises the user's data of different countries, investigates whether culture will influence the variables. This study provides some advices on management of mobile commerce operators as well as on policy of the relevant administrative departments. It provides new model for mobile commerce research and promotes further development of mobile commerce in China.
Keywords/Search Tags:Mobile commerce, UTAUT model, Perceived cost, Perceived innovativeness, AMOS
PDF Full Text Request
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