An Empirical Study On Usage Intention Of Mobile E-Commerce Based On Technology Acceptance Model

With the rapid de ve lop ment of the Internet and the pop ularity of handheld devices, themobile e-commerce which is an innovative business form, has a good market prospects. Atpresent, mobile e-commerce market in Japan and Korea develop better than other countries,and the transaction volume of mobile e-commerce has reached about40%of the overalle-commerce transactions. There are many consumers have accustomed to such forms ofshopping. In China, the report “telecommunication industry operation condition (February2012)” which be announced by Ministry of Industry and Information Technology, shows thatChina’s mobile phone users has reached10hundreds of millions of households by the end ofFebruary2012, and China has become the world’s largest mobile communications market. Butat the same time, we must note that mobile e-commerce development time is short, and mostconsumers, especially China’s consumers, are only just beginning to understand and access tomobile e-commerce. So employees and scholars need to provide strategy which can meetconsumer demand.In the existing research abo ut mobile e-commerce，mostly stays focus on the qualitativeresearch including Concept, nature, classification, marketing strategy and so on.There arelittle research results on mobile e-commerce consumers’ behavior in this emergingenvironment, and how to develop a consumer-oriented strategy. The research object of thispaper is transactional mobile e-commerce consumers and potential customers. And this paperuses a combination method which combined with the theoretical logic analysis and empiricalresearch. On the base of the review of papers, this paper mainly prompted the influentialfactors model combined with Technology Acceptance Model, Innovation Diffus ion Theoryand the Theory of Perceive Risk. This paper mainly attempts to study the forming mechanismand driving factors of consumers’ acceptance to mobile e-commerce. During the review of theliterature and quantitative research, this paper obtained the measurement scale of this studymod el. Through an empirical study, this paper analyzes the characteristics and laws of theconsumer behavior. This paper provides the basis for the enterprise about how to establishcorrect marketing strategies and promote prosperity of mobile e-commerce market.