Research On Influencing Factors Of Consumers’Continuance Intention Toward Mobile Shopping

In recent years, with the rapid development of mobile internet and the gradual popularization of mobile terminals such as smart phones and tablets, the traditional electronic commerce has gradually stepped into the mobile internet and then derived a new mode of shopping-mobile shopping. The mobile shopping is becoming more and more popular and the fastest growing and the most developmental potential market in the field of mobile internet. It means freedom and value for consumers. The traditional internet shopping has changed from wired to wireless and a fixed location to shopping at anytime and anyplace. The long-term development and success of mobile shopping must depend on the continuous use of consumers. The retained rate and conversion rate of their mobile App can determine whether the mobile shopping enterprises profit. From the perspective of consumers, this study focus on the continuance intention of mobile shopping consumers and tries to find some effective ways to improve their intention to continuous use.Based on the classic model ECM-ISC, this paper combines with the characteristics of China mobile shopping and makes up the insufficient recognition of extrinsic factors of ECM-ISC by extending the original model. According to the theory of technology acceptance model, the theory of perceived entertainment, the theory of reasoned action and the theory of trust, this study introduce perceived ease of use, perceived enjoyment, trust and subjective norm as four new variables and build a research model of mobile shopping consumers’ continuance intention. This study collected255valid questionnaires. The sample data was analyzed by SPSS19.0and AMOS21.0with the method of descriptive statistics analysis, reliability and validity test, structural equation of model fitting evaluation, path analysis, factor analysis and hypothesis test. The empirical results showed that the research model can effectively explain the consumers’ continuance intention on mobile shopping with the explanatory power of67.1%. The ranked order of the factors based on the importance is:confirmation, perceived enjoyment, satisfaction, perceived usefulness, subjective norm, trust, perceived ease of use. All these factors have direct or indirect positive effect on consumers’ continuance intention for mobile shopping.At last, according to the conclusions of this study, it provides some referential suggestions for relevant mobile-shopping operating enterprises to increase consumer’s continuance intention, and further analyzes the limitations and future research direction of this paper.