Behavior Model Research In Personalized Mobile Commerce

As the appearance of wireless and mobile networks, which enables a huge income from M-commerce-the combination of mobile communication technologies and business activities. At the same time, it creates new opportunities for mobile equipment and services. Mobile phone has been recognized by the world as a basic communications equipment, communication and the transmission of information throughout the the various links of business activities.However, the development of mobile commerce is still in the initial stage. As the inherent characteristic of mobile communications is one mobile phone belongs to one person, the largest advantage of M-commerce is providing personalized service aim at the mobile user directly anytime and anywhere, while personalized messages are the prerequisite and basis of personalized services. So the key of personalization in M-commerce is how to send the most appropriate information to the most appropriate person, through the most appropriate manner, at the most appropriate time.In this paper, it studied the behavior model of personalized mobile commerce, it also analyzed the structure of consumer's affective factor on mobile commerce and the relation between attitude, intention and action. It did some research about personalized component of structure model. Firstly, survey questionnaire data have been designed to understand the use of mobile phone and M-commerce, and user attitude about mobile commerce, as well as user preferences in hotel reservations domain. Then, it validated the reliability and validity of this survey, after that did the analysis of tolerance and structure model by PLS. It explained the relative degree of personalization, attitude, intention and action. It proved whether the relation based on hypothesis in theory can hold. Furthermore, it referred a case which used by mobile commerce benefit cards in hotel reservation realm. By this case it analyzed the personalized factors of mobile commerce and personalized structure in hotel reservation. After make sure the importance of attitude on mobile Ads among consumers, it analyzed which variable can affect the efficiency of personalization. Meanwhile, it referred the structure model of Bayesian Network. According to the data which mentioned before, It expatiated how to configure the transcendent probability and matching tools. It also introduced the arithmetic of Bayesian Network and personalized model based on distributed Bayesian Network. In the end, it gave some discussion and conclusion and pointed out such action model can be applied in other realms.