Research Of Factors Influencing Tourist’s Usage Behavior On Scenic Mobile Commerce

Mobile commerce is one of the fastest growing fields in IT industry, and has greatly changed the way people work and live. With the increasing demand for personalized service, more and more tourists want to obtain throughout personalized service through mobile phones and other mobile terminals. However, currently most of the scenic spots have not fully carried out the construction of mobile commerce, the tourists’personalized needs can’t be met. In the past, many scholars studied the mobile commerce business based on the UTAUT(Unified Theory of Acceptance and Use of Technology) model, it did a good job in explaining the acceptance and use behavior. But till now no research of this kind has been done for mobile commerce of scenic areas. Therefore, how to grasp the individual needs of the tourists effectively, understand the behavioral characteristics of tourists correctly, carry out the construction of mobile commerce actively, has become an urgent need to focus on and resolve.Based on the unified the UTAUT (Unified Theory of Acceptance and Use of Technology) model, perceived risk theory and theory of behavioral intentions to build a model for the research on intention and behavior of using mobile commerce of scenic areas, this paper studies key factors affecting usage behavior of mobile commerce of scenic area from the tourists’ perspectives through literature reading, expert interviews and questionnaire survey. On the basis of statistical analysis and structural equation model, the study comes to several findings of both theoretical and practical value.Perceived usefulness, perceived ease of use, corporate image and social impact have positive significant impact on usage intention toward scenic mobile commerce, and corporate image plays the most significant role; Perceived risk has no significant influence on usage intention and usage behavior, facilitating conditions has no significant influence on usage behavior, which is different from previous studies; usage intention has positive significant impact on usage behavior.