Merchant Adoption Factorsof Mobile Commerce Service-A Emprical Study In Retail

Currently, business applications based on wireless terminals and mobile network are emerging quickly, but these business applications have not yet widely available.in the market. In view of this, we research merchant adoption factors of mobile commerce service through interviews and survey.We have learned the relevant theoretical adoption models and reviewed nearly 50 relevant papers, combined with interview data, extracted 8 variables in three aspects. Then we analyzed data from 287 merchants to test the model.The results show that the adoption factors of mobile commerce service are mainly in three aspects. The first is from the service characteristics, including perceived usefulness and perceived ease of use. The second is from merchant characteristics, Including merchant adoption preferences on new technology and merchant awareness of the indirect benefits. The third is from environment characteristics, including the promotion of mobile commerce service providers, competitive pressure and consumer adoption. Cost has no significant effect on merchant adoption. In addition, in this study we also analyzed the retail characteristics and found that the transaction frequency per day and the scale of corporate also affect its adoption.In response to these results, we provide some marketing suggestions for mobile commerce services providers, hoping to help the development of mobile commerce services.