Key Factors Analysis Of Consumer Adoption Of Mobile Shopping With A Revised Tam Model

Along with the rapid development of electronic commerce and mobile Internet, as a representative of the mobile terminal, smart phones is becoming one of the most main Internet terminals, mobile shopping(M-shopping) is the most rapidly growing, the greatest potential mobile Internet services have won numerous merchants attention. Due to the mobile shopping just started, the user’s understanding and acceptance level is not high, the current user scale is relatively small, and there is not much academic research on the potential customer of M-shopping. Under the circumstances, this study focused on mobile shopping areas, research what are the key influence factors that affect customer’s intention to accept mobile shopping? And what are the relations between those factors? Hoped that this study can contribute to the better and faster development of mobile shopping in our country.Through analyzing related domestic and overseas literature and classical theoretical model, on the basis of foreign outstanding research and comprehensive consideration of the characteristics of potential users in China, this study constructs the theoretical model and research hypothesis. The Technology Acceptance Model (TAM) is the foundation of this theoretical mode, and with reference to Rational Action Theory (TRA) and Theory of Planned Behavior (TPB) this study increases the subjective norms as intermediary variable, and perceived risk, perceived cost, external influence, social influence, innovativeness, affinity, compatibility as independent variables. Individual innovativeness, affinity and compatibility are the first time researched in the field of mobile shopping.This study adopts empirical research, after a small range of preliminary investigation, reliability analysis and validity analysis were carried out to eliminate the improper question. And then, the large-scale questionnaire survey recovery of316valid questionnaires, processed the data by the descriptive statistics analysis, confirmatory factor analysis and structural equation model analysis, the theoretical model and the research hypothesis was tested, form the final correction model. Research results showed that the perceived usefulness, perceived ease of use, social influence, subjective norms, innovativeness and compatibility will have a positive influence on consumers use intention of mobile shopping, perceived cost will have negative influence on it.Finally, on the basis of the research conclusion, combined with present situation of mobile shopping development in China, provides products and market strategy suggestions for the mobile shopping.