Consumer Internet Shopping Factors Study In E-commerce And M-commerce

To research the influence factors of consumers shopping intentions and behaviors in the process of online shopping, this research investigated the use of e-commerce and mobile commerce from the eyes of consumers. Based on the TAM model, the influence factors were assumed and divided into three categories factors which were respectively the perceived usefulness, perceived ease of use and perceived risk. At the same time, the research analyzed the influence of the three factors on consumers’online shopping intention.At first, we verified the assumption in TAM model, and then analyzed the relationship of the three factors and the consumer shopping intention in the environment of e-commerce and mobile commerce. The result showed that the perceived usefulness and perceived ease of use in the mobile commerce had more significant for consumers and the perceptional cost and risk of mobile commerce was also higher. The products species, information and technology in e-commerce were more remarkable than in the mobile commerce. On the other hand, the mobile commerce was significantly more convenient for payment, time-less, evaluation-useful and high service than e-commerce. The consumer felt that the possibility of personal information disclosure and the risk of fund were more likely in the process of mobile commerce. And compared with the mobile commerce, the products quality were higher in the e-commerce. The consumers would continue and recommend others to use the e-commerce and mobile commerce. These results would be useful to reasonable layout of e-commerce and mobile commerce and provide on better service for consumers according to business own characteristics.