Influence Of M-commerce Sercice To Chinese Farmers' Consumption Network

In recent years, the mobile business of new business model get favored by more and morepeople, especially for those in the crowd of mobile state concerned, mobile business isshowing its huge advantage. While farmers as China's largest group use mobile businessservices is already huge. So, how to fully explore the potential of mobile business and getcompetitive advantage, scholars have attaches concern to this problem, and a lot of relevantresearch have finished in technique level and marketing level. But, for introducing mobilebusiness that how makes people's consumption network relations change, this relationship thathow affect people's consumption behavior, these study of literature are few.Therefore, how thorough research to strengthens the consumer behavior, consumptionnetwork structure and other social network content is important requirement of theory practice,this topic research results will be used in enterprise development mobile commerce services,improve marketing accuracy. Papers on mobile commerce service for development researchlessons from the social network analysis, mobile commerce service properties, characteristicsof consumer network and related theory as foundation, based on the traditional model ofconsumer network affecting factors and consumer behavior as the breakthrough point toanalyzes directly influence of mobile commerce services on the farmer's consumer behaviorand indirect impact through the consumption of network produces, established six nodalimpacts dimensions of the new theory model framework. According to relevant literatures andexperience, make relevant assumptions and questionnaire, finally verified the relationshipbetween the factors by structural equation, it is concluded the influence that mobile commerceservices to farmer consumer network. This provides some reference ways and means fromconsumer network perspective to study mobile business services in the adoption developmentissues.The results of the study indicate that the success of mobile business largely depends ontechnology and services, which would be made significant impact the strength of relationshipin the crowd , improving the service and value orientation, which can promote consumerrelationship of the crowd and get a beneficent cycle .That is to say, mobile business operatorsthrough the improvement of technology and service quality, reasonable positioning valueorientation and profit source, enhance people's information interaction, reduce cost andincrease user earnings, will better drive the consumption behavior of users, and show theoptimal potential of mobile business. The significance of research result of the thesis has two aspects: first, the paper analyzesthe factors of social network, from the perspective of social network to look at the changes ofmobile services to farmers'consumer behavior. Paper use the scientific influence to researchconsumption network of farmers and show a new idea; Second, through the analysis ofrelationships to research the influence of consumer behavior, these can guide mobileoperators master the comprehensive of mobile business spending behavior and demand ofusers,and help the mobile operators to found target customers effectively, ascendingmarketing targeted.