Research On Influence Factors Of College Students Intention To Adopt Mobile Online Shopping

With the development of wireless network technology and the growing popularity ofmobile terminal, mobile commerce`s chance to develop is at hand. For consumers, the mobileonline shopping has a symbol of freedom and value. It extends the PC online shopping fromwired to wireless.Consumers could buy goods online anywhere and anytime. The extensionwill completely change the way consumers shop. However, not too many consumers knowmore about the mobile shopping and the research about it is quite rare. In addition, collegestudents------the most innovative people who know more than others on mobile shopping willbe the primary market for which mobile operators promote mobile shopping. Based on thisbackground, the research will be focused on mobile shopping, to study factors that affectcollege students`intention to accept mobile shopping and the relations between those factors.Firstly, the paper studied the related literature and mature theoretical model at home andabroad carefully. On the basis of the technology acceptance model, the diffusion ofinnovation theory and perceived risk theory, combined with the characteristics of CollegeStudents’ qualities and mobile online shopping in China, we construct the theoretical modeland the hypotheses by introducing the variables of the perceived usefulness, perceived easeof use, perceived risk, personal innovativeness.Secondly, collect the questionnaire data. We collected30questionnaires at the JilinUniversity to modify the questionnaire structure and items. Then, the formal questionnairesurvey starts at all the colleges and universities of Changchun. At result,210questionnaireswere available. With the SPSS19.0, it processes the data by descriptive statistics, reliabilityanalysis and validity analysis, correlation analysis and regression analysis to verify thehypotheses.Through the empirical study, it finds out that perceived usefulness, perceived easeof use, personal innovativeness have positive effect on college students`adoption for mobile online shopping, and perceived risk has negative effect on college students`adoption formobile online shopping.Finally, the paper analyzes and discusses the results. Combined with the developmentstatus of mobile online shopping in China, we provide some suggestions for the promotion ofmobile online shopping in College students.