New Technology Products Reflexive Sexy To Know The Wishes Of The Impact On Consumers

Rapid development of science and technology brings benefits to human society and at the same time has a lot of negative effects which can not be ignored. Beck's theory of reflexive modernization is about the side-effects in the process of modernization and the formation of risk society. This article introduced the concept of reflexivity into the domain of consumer behavior research, discussed how consumers'perception of the reflexivity of new technology products affect their intention to use these products.In this thesis, theory of planned behavior (TPA) was combined with the Reflexive Modernization Theory to construct the research model, and the author chosed Mobile Commerce as a representative of new technology products when building hypothesis and doing empirical studies. This research used SPSS 13.0 for descriptive statistical analysis, Cronbach's a reliability analysis, validity analysis and variance analysis, used LISREL8.70 for confirmatory factor analysis and path analysis, and based on results of the analysis to verify the hypothesis.The thesis came up with these main conclusions as follows:Consumer's attitude, subjective norm and perceived behavioral control to Mobile commerce would significantly affect consumer's behavioral intentions; the consumer's perception of the reflexivity of mobile commerce had a reverse effect on the behavioral intention; the consumer's perception of the reflexivity had a reverse effect on consumer's attitude and perceived behavioral control; rather, attitude and perception behavioral control played some intermediary role in the relationship between perception of the reflexivity and behavioral intention; and subjective norms had a significant effect on perception of the reflexivity; different demographic variables function significantly in the dimension of factors that affect consumers'behavioral intention of Mobile Commerce.The hypothesizes presented in the paper were verified.Finally, based on the empirical analysis, we put forward some proposals and suggestions for how to lessen the consumer's reflexive perception, improve the Mobile Commerce services and to expand the mobile commerce market.