Research On The Influencing Factors Of The Mobile Phone Stocks APP Using Willingness

With the continuous development of information technology, mobile Internet and mobile communication networks, making smart phones have been widely used and further, the phone number of Internet users continues to grow. Based on data provided by CNNIC, as of June 2014, the number of domestic mobile phone users reached 527 million by the end of 2013 compared to an increase of 2699 million, an increase of 2.4%, but also the number of China’s mobile phone users for the first time more than the traditional number of computer users. According to data provided by CNNIC, by the end of December 2014, the number of active stocks in the current year of about 4750 people, of which nearly 20 million investors in stocks using mobile terminals, accounting for the total number of stocks 42%. Monthly transaction with the use of 650 million people, which will be used to trade a mobile terminal has 2.3 million users, accounting for 35% of total transactions. Although the use of mobile APP stock has had a certain amount of use of the crowd, but there are still some reasons prevented investors using mobile stocks. For example, the size of phone’s screen, mobile network security, and so on. Therefore, this article by factors affecting willingness to use phone stocks were raised APP hypothesis model for analysis, draw conclusions, according to the results of this study and make recommendations on the marketing and the management of related industries to move securities.First, the author has been on the domestic and international literature review of APP on stock research, the study of the current situation at home and abroad about the movement of securities were analyzed by analysis found papers on user acceptance and widespread adoption of TAM model UATAU basis, while TAM is proposed acceptance of an organization’s information systems proposed for the background, but this study is mainly individual users accept adoption behavior, taking into account the VAM model some shortcomings, such as external variables to consider, such as the reason Therefore, this paper VAM basis for theoretical research model, and the introduction of external variables influencing factors model to build mobile phone stocks APP use will.Secondly, article through expert’s consultation and pre investigation, determine the questionnaire, finally through the network questionnaire survey, questionnaire survey. We got 467 questionnaires copies, of which 401 copies of valid questionnaires, and using spss19.0 questionnaire data analysis, reuse AMOS21.0 structural model analysis, the final model proved effective, the assumption holds.Finally, the authors combined the actual use of mobile stock of APP, on the final results of the analysis carried out an explanation, and application APP stocks make recommendations and references developers, operators, service providers and so on. Meanwhile, the paper stock on the phone using a model APP willingness to establish factors not only help the relevant parties to make good precision chain development, build marketing model, but also help scholars understand the relevant phone stocks APP’s willingness to use factors, on the domestic mobile phone industry stocks make further development and improvement of great significance.