Study On The Adoption And Diffusion Mechanism Of Cigarette Phone Ordering System

The rapid development of wireless network and mobile technologies has created tremendous business opportunities for mobile-commerce (m-commerce). According to report of CNNIC, the number of Chinese Internet users reached 591 million in June of 2013, representing an increase of 26.56 million users over the year of 2012. Among the increased Internet users, the partition of using mobile phone to surf Internet is as high as 70%, which is higher than the partition of increased users who use other equipment. Regarding such a great prospect of m-commerce, businessmen pay much attention to it and believe that m-commerce will bring a large number of customers and considerable profit for the enterprise.Tobacco, as a pillar industry of Yunnan, its information construction has been more mature than before through development of several years. The establishment of new partnership platforms dramatically changes marketing strategies of tobacco industry. Specifically, the order form in tobacco industry transferred from traditional phone orders to the online orders. With the development of mobile communication and network technology, the number of people using mobile Internet to buy products is becoming larger and larger. In order to preempt the mobile commerce market, much effort has been taken to construct platforms to help retailers order via mobile phone. With wide applications of the ordering system via mobile phone, a lot of problems expose out gradually. This paper pretends to find the factors which influence the adoption behavior of retailers, and to provide some scientific advice which is helpful to the tobacco enterprise. Thus it is essential to study that research subject.Based on previous research of mobile commerce adoption and technology innovation, this research focuses on the internet order project via mobile phone in Yunnan tobacco industry. Specifically, this research tries to investigate the adoption behavior of retailers toward mobile order system and find out the key factors which may affect their adoption behavior. Based on the factors, an adoption model will be proposed to predict retailers’ adoption behavior. This paper hopes to provide useful references and suggestions for tobacco companies to promote mobile order systems.Seven hypotheses are proposed according to seven factors which respectively are age, operating time, district, retailer size, promotion efficiency, trading area and economic development degree. Data which is about 3008 retailers was extracted from the marketing information system of XX tobacco enterprise. Among that,591 retailers order via mobile phone and 260 observation data of retailers are missed. Then, SPSS is used to statistic that data. According to the analysis conclusion,6 hypotheses are proved to be valid. At the end of the study, the limitation of paper and insufficient are pointed out.