Factors Affecting The Consumer Purchase Intention For Mobile Internet Users

China’s mobile Internet has a profound impact on people’s daily lives. The market volume of China’s mobile internet in2013is more than one hundred billion RMB, and meanwhile mobile e-commerce market share ranked first, reaching nearly40%. It is expected that in2017market volume of the mobile Internet will climb to600billion RMB, with the sustainable growth of the share by mobile e-commerce.This investigation consists of six parts. The first part introduces the main concepts, contents and roadmaps of this study. In the second part, the relevant theory and literature were reviewed and summarized. In the third part, the development of mobile e-commerce market was summarized. In the fourth part, a mobile e-commerce conceptual model of the factors affecting consumer behaviors is established. In the fifth part, professional statistical tool is applied to prove the model. In the sixth part, the whole study is summarized.In order to study the behavior of mobile e-commerce consumer intentions and user behavior, this study has taken Technology Acceptance Model (TAM) as a theoretical basis, combining with innovation diffusion theory and technology acceptance and unified model (UTAUT) theory, to set up mobile e-commerce model to find out the factors affecting consumer behaviors. And through empirical research, as a model in SPSS research tools, data basic descriptive statistics, the overall fit of the model analysis and hypothesis testing, the model has disclosed the factors which have a direct or indirect impact on the consumer behaviors.By studying these six parts, The influence of performance expectation and social impact on behavioral intention, significantly vary due to the change of demographic variables (gender, age) by front-line workers. it is concluded that the impact of various factors on consumer acceptance of mobile e-commerce, digging out the expectation of mobile Internet users on mobile e-commerce performance, the social impact of mobile Internet users will have a positive influence on the behavior of e-commerce intention.According to this conclusion, the suggestion on the development of mobile e-commerce is proposed (1) focus on the potential consumer promotion about the user-friendly platform (2) focus on the positive user feedback (3) improve the user convenience and link the online and offline sales model.(4) Use different promotion program to different age and gender consumers.