Students Mobile Commerce Adoption Intention Of Influencing Factors

With the new attributes of mobility, momentariness, and convenience which the traditional e-business hasn't, Mobile business has been widely promoted and it is getting more and more functioning. The college students are young, easy to accept new technology with the higher degree, which makes everyone in the group has a mobile terminal equipment. Thanks to the great consumption potentials in the future, They are going to be the major prospective clients for application of the mobile business. Although there are quite a number of researches on the adoption behavior of mobile business, the ones targeting on the college students are rare.This thesis are theoretically base on the technology adoption model, taking the unique group of users—college students as the object to research on the influence factors of mobile business adoption intention. The research has combined the existing research result and characteristics of college students, constructed the comprehensive research model for the influence factors of college students mobile business adoption intention by adding six variables like entertainment perception, risk perception, trust perception, innovation perception, cost perception and subject norm, and designed, delivered and investigated the questionnaire with the chosen metrics.Finally, after the empirical research on the sample data collected form the internet survey with the help of SEM and variance analysis, it has been proved that:(1) there are distinguish differences between male and female college students in terms of usability perception and trust perception, among the students in different majors on usefulness perception, among the students with the different call rate on trust perception but is not necessarily representative; (2)the influence factors of college student's mobile business adoption intention are innovation perception, usefulness perception, subject norm, trust perception, the two other variables of ease of use percetion and cost perception have also slight influence on intention.