A Research On The Influence Factors Of Consumers’ App Mobile Shopping Behavior

The mobile internet has been around for just a couple of years and becomes theleading trend today. As the internet products change the way people live, the mobileinternet also becomes a growth point. According to iResearch’s Internet core data report2014, Q3, the gap between pc and mobile device coverage decreases to1billion, more andmore people are connecting internet through mobile devices and China mobile internetmarket values51.56billion. This also led to a rapid development of mobile marketing,which extends from the text message to Apps, including music, picture and videos together.What’s more, the mobile online shopping experience not only saves time, but also withoutlocation boundary, which makes mobile shopping more and more popular. Looking into thetransaction data of “Double11” this year, among the57.1billion, mobile transaction is over40%, whereas last year is just15%.As the development and expand of mobile shopping market, customers’ mobileshopping behavior has been concerned by many scholars, they have done studies about therelationships among mobile marketing, mobile shopping, mobile commerce and consumerbehaviors based on TRA, TPB and TAM. The popularization of Apps strongly promotes thedevelopment of mobile shopping. App mobile shopping is becoming more and morepopular, but there is a lack of research about App mobile shopping among the existingstudies. This paper reviews the history of mobile marketing, mobile commerce and theoriesof consumer behavior, and then builds a model of the relationships between App mobileshopping and consumer behavior based on TPB model. This paper adopts structuralequation modeling methods, uses SPSS20.0software to do descriptive statistics, validityand reliability test and EFA, and uses AMOS18.0software to do CFA and constructstructural equation model based on686enterprises samples. The test result shows that allthe hypotheses about the relationships between consumers’ perception and consumers’attitude are tenable except “perceived privilege”. In the end, suggestions are proposed,including ensuring the quality of the product, improving App design, focusing on companycredibility and internet word of mouth, decreasing the risk in purchase andprovidingcustomized service based on various consumer type.