Mobile Commerce Service User Adoption And Use Of Empirical Research

In recent years, with the rapid development of information technology and the rapid popularization of the Internet, electronic commerce emerge. Its broad development prospects have attracted attentions all over the world, and more and more traditional companies have realized that the era of knowledge economy by the leading of information technology and the new economy by the characteristics of network, information, knowledge and globalization are irreversible. The tobacco industry is an important part of the national economy, in the face of the fierce competition, e-commerce business, this new type of business model will have great effect to enhance the efficiency and effectiveness of Chinese tobacco industry, optimize resource allocation of the enterprises, broader greater space for development in the future and improve the competitiveness of enterprises. There are various problems in the process of the development of tobacco e-commerce industry in China and a considerable number of tobacco enterprises is relatively backward in the application of the electronic commerce system. Among them, mobile business services in electronic commerce are more backward. After tobacco enterprise develop or use mobile business services (mobile phone order), they need to keep long-term and effective use in order to play its role. There are many factors affect employees’ continuous behavior, research on these factors and the degree of influence on the behavior of users, can provide the beneficial help of improving the efficiency of mobile business mobile and increase the overall enterprise behavior. Therefore, explore the factors of m-commerce (mobile phone order) and mechanism of individual user behavior is meaningful for build a good mobile commerce service.The study of continued use of mobile commerce are mostly focus on the intention to use instead of using behavior. For the mobile business service (mobile phone order) implementation, the continued use of the user behavior is more important than the intention, intention to use does not necessarily predict behavior. Therefore, more research is needed to examine the continued use in the research on mobile business service (mobile phone order). This research is based on the specific environment of mobile business services of Chinese tobacco enterprises, will be satisfied as the key factor, technology acceptance model, information system based on the theory of sustainable use model, establish to the satisfaction of the mechanism of the effect of continued use behavior model. Study on the model consists of8variables:use behavior, satisfaction, switching costs, information security, expectation, presented, confirmation, perceived timeliness, and perceived usefulness. The model was put forward, this research puts forward9hypothesis. The research model is tested by empirical method. The questionnaire is based on previous research and a seven-point Likert scale was used to measure both constructs. We gathered195Questionnaires for the empirical study. The data is analyzed by SPSS and Smart-PLS. The result show good reliability and validity, and supports the6research hypotheses well at the same time. It means that our research model provides well explanation for users’s use behavior of mobile commerce services.On the basis of the research findings, we provide proposals to the enterprise informatization process especially for keeping long term use. At the end, this dissertation pointed the research limitations and offered a number of directions for future research.