Factors Affecting E-Commerce Usage Behavior Transferring From PC To Mobile

With the rapid development of Mobile Internet, mobile e-commerce as an important field of mobile Internet era has gradually become a hot social concern. Research about the definition and acceptance of mobile commerce is comparatively deep in academia. But large amount of mobile commerce users will come from the traditional e-commerce users. For how will the PC users move to mobile is still in the stage of blank. And what factors will influence the PC users move to mobile have not been researched.This paper studied e-commerce used both on PC and mobile devices and compared these two different ways of using e-commerce. Based on the above study, this paper refers to research about acceptance of mobile commerce and channel transferring related theory research. We summarized7factors including relative ease of use, relative usefulness, relative entertainment etc. that might influence the way of using e-commerce transferring from PC to mobile. We build up the theoretical model and come up with the hypothesis. We used structural equation model to verify our hypothesis and find out the factors affecting e-commerce usage behavior transferring from PC to mobile. The results showed that the relative entertaining, relative usefulness, relative convenience and relative ease of use have a positive influence on transfer attitude. Among them, relative usefulness and relative entertaining made the most obvious influence. And perceived usefulness and ease of use of traditional PC electronic commerce will have an indirect influence on transfer attitudes by influencing the relative ease of use and relative usefulness. The influence of relative inexpensive was refused. These results are of great significance for the enterprise to attract mobile e-commerce users and retain users.