An Empirical Research On Interaction Behavior Of Context-Awareness Service Model

Context-awareness service is a new mobile commerce application model. The providers and researchers for the industry need to focus on the analysis of user behavior. Context-awareness service needs to constantly respond to the individual needs of the user and proactively change. So the study of interaction behavior of the user is critical. The research can contribute to the development of mobile commerce.In this paper, we analyze the effect of expected result, context, altruism, interpersonal trust, subject efficiency and the resource fit based on the theory of planned behavior model to investigate context-aware interaction behavior. As a result, we build Interaction Behavior of Context Awareness Service Model.Through the questionnaire survey, we have received235effective samples. After the verification, we find that expected reward, expected loss, context, subject efficiency and interpersonal trust of exogenous variables will affect context-awareness users’attitude. Subject efficacy and resource fit will affect the cognitive behavioral control of user interaction behavior, and interpersonal trust affects the subjective norms.Finally, the research has given some advice, such as establishing a comprehensive prevention mechanisms and compensation mechanisms, dynamically responding to the needs of users in real-time, building trust system between users.